Data Science Ethics Seminar • Case Study Discussion

When Your Users Are Your Experiment: A/B & Field Testing

Case Study: Reddit r/ChangeMyView
Experiential Warm-Up (4 Pairs of 2)

Phase 1: 1-on-1 "Change My View" Micro-Debate

Pair up with the person next to you. Take opposite stances on the prompt below and spend 90 seconds trying to genuinely persuade your partner.

Debate Timer
01:30
Live Persuasion Prompt

"Universities should completely allow generative AI on all take-home exams and assignments."

Unlocks Discussion Questions Q5 & Q2
Visual Spectrum Poll (1 to 5 Scale)

Phase 2: "Where Do We Draw the Line?" Live Vote

Examine each visual scenario below, hold up 1 to 5 fingers simultaneously, and tally the room's votes!

Where Do We Draw the Line? — Click Any Scenario Card to Vote

Scenario A:
Netflix
NETFLIX Variant A
STRANGER THINGS
A/B
N Variant B
Sci-Fi Drama
STRANGER
THINGS

Varying design versions being A/B tested

Avg: —
Scenario B:
Dating App
98% Match
Match blur
algorithm active
Alex, 26
Unlock best matches with
Dating App Premium

Withholding top matches to test paid upgrades

Avg: —
Scenario C:
Facebook (2014)
Search
U
User Status
2 hrs • Friends

Feeling a bit down... why is everything so hard? 😟

😢
😊 Pos: -40%
😟 Neg Surge
Feed mood-moderation active
(positive post reduction trial)
Like Comment Share

Manipulating news feed to test emotional contagion

Avg: —
Scenario D:
Reddit CMV (2025)
CMV
r/changemyview
r/changemyview • 3.8M members
r/changemyview • 5h ago
CMV: Technology makes us lonely.
⬆ 22 ⬇ 132
u/bot replied (Undisclosed LLM)
u/thoughtful-peer • 11h ago

"As a student myself, I feel this, but look at it this way..."

⬆ 1 ⬇ Reply

Subreddit intervention (covert AI experiment 2025)

Avg: —
Scenario A

Netflix Thumbnail A/B Test

Netflix secretly tests two different artwork thumbnails for Stranger Things to see which image makes you click and watch faster.

Scenario Avg
—
Votes Cast
0 / 8
Click Score Button to Add Vote (+1) 1 = Fine • 5 = Ban It
Live Room Distribution (Click + / - to adjust)
1 • Fine
0
2 • Minor
0
3 • Borderline
0
4 • Unethical
0
5 • Ban / IRB
0
A. Netflix Thumbnails
—
0 votes
B. Dating App Delay
—
0 votes
C. Facebook Mood ('14)
—
0 votes
D. Reddit CMV AI ('25)
—
0 votes
Target Discussion Prompt • Question 1 (Facebook vs. Reddit)

Look at the room's score difference between Scenario C (Facebook 2014) and Scenario D (Reddit 2025). Does the Reddit case feel any different from the Facebook case to you? Why or why not?

Key Analytical Angle: Facebook passively altered algorithmic ranking of real friends' posts (curation manipulation), whereas the Reddit study injected synthetic counterfeit personas into a space dedicated to vulnerable human reasoning (active conversational deception).

Put Yourself in Their Shoes • 15 Minutes

Phase 3: Put Yourself in Their Shoes

Main question: Should researchers be allowed to experiment on users without telling them? Split into two teams of four and explore why researchers and Reddit users may see the same experiment differently.

Team A • Researchers

Researchers

Why run the experiment?

  • We need experiments to understand how persuasive AI can be.
  • If people know they are talking to AI, they might behave differently.
  • Research could help society understand and prevent AI-related risks.
Team B • Reddit users

Reddit users

Why object to the experiment?

  • People deserve to know when they are taking part in an experiment.
  • Users gave real time and energy to conversations they thought were with real people.
  • Secretly using AI bots can damage trust in the community.
Discuss together • Open a question for discussion ideas

A scientifically useful experiment isn't automatically an ethical experiment.

Put It Into Practice • 10 Minutes

Phase 4: Write the Rules for Better AI Experiments

Main question: How can we run useful experiments without exploiting users? Use what you learned in Phase 3 to decide what researchers could do better and agree on 2–3 rules for responsible data science.

Build your charter in three steps

  1. Identify the problem: What was the biggest ethical concern in the Reddit experiment?
  2. Suggest a solution: What could researchers have done differently?
  3. Agree on 2–3 rules: What should every responsible data scientist follow?
Starter ideas (optional) • Add one, or suggest your own below

Responsible data science means designing better experiments, not just identifying what went wrong.