I think the bias issues will always be there, but usually worsened, less detected (or delayed detection), and exacerbated when the people working on the original problem do not suffer such issues. Eg: if most people working on facial recognition are white and male.

While I do have my reservation with AI technologies, I think this is a worthwhile effort that the people encountering the same issues work to identify and address them, especially in this case they lead the effort, rather than just be a consultant on it.

They can lead the effort on collecting new data, or adapt new ways of looking at data, metricizing objectives in a more appropriate manner for the targeted audience. Based on the article, I think they are doing this.