The purpose of this qualitative multi-case study was to examine how social bias emerges, is perceived, and can be mitigated within artificial intelligence and machine learning systems by practitioners directly involved in their design, development, and governance. Although examples from healthcare, criminal justice, employment, and education were used to illustrate domains where automated systems shape everyday life, the study focused on the lived experiences and professional insights of AI practitioners rather than sector-specific populations. Guided by Intersectionality Theory and Cognitive Science, the study employed an interpretivist approach, utilizing semi-structured interviews with nine practitioners, supplemented by document analysis and triangulated case material to enrich contextual understanding. Findings showed that algorithmic bias arises from historical inequities, exclusionary design assumptions, and organizational pressures that prioritize speed and efficiency over ethical reflection. Participants emphasized that technical corrections alone cannot ensure fairness; instead, equitable AI requires structural accountability, diverse participation, and sustained cognitive awareness during the development lifecycle. Many described limited enforcement of ethical standards and organizational cultures that inconsistently support responsible practice. The study concludes that human-centered and socially grounded AI development depends on embedding ethics early in the design process, strengthening governance frameworks, and cultivating institutional environments that encourage reflective decision-making. These insights contribute to ongoing conversations on responsible AI and offer practical guidance for organizations seeking to design systems that are transparent, accountable, and aligned with the communities they affect.

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