<p>This article investigates the pervasive issue of bias within AI-driven cultural heritage collections, emphasizing how digital technologies both inherit and amplify existing societal and historical prejudices embedded in analogue records. It outlines the multifaceted nature of bias—ranging from data selection and annotation to algorithmic design and user interaction—demonstrating how each stage of the AI pipeline can introduce or perpetuate distortions in representation. Through a critical review of current scholarship and practical case studies, particularly in image classification, the article evaluates technical strategies such as data augmentation, adversarial debiasing, and monitoring plans for bias mitigation. The findings reveal that while methods like noise injection and colour jittering can balance datasets and improve model fairness, effective bias mitigation ultimately depends on interdisciplinary collaboration between heritage professionals, subject experts, and data scientists. The article concludes that addressing bias requires an ongoing, holistic approach, integrating both technical and humanistic perspectives from data collection to model deployment. This ensures more inclusive, accurate, and ethically sound representations of cultural heritage, supporting the sector’s goals of diversity and accessibility for future audiences.</p>