Recent AI-related scandals have shed a spotlight on accountability in AI, with increasing public interest and concern. This paper draws on literature from public policy and governance to make two contributions. First, we propose an AI accountability ecosystem as a useful lens on the system, with different stakeholders requiring and contributing to specific accountability mechanisms. We argue that the present ecosystem is unbalanced, with a need for improved transparency via AI explainability and adequate documentation and process formalisation to support internal audit, leading up eventually to external accreditation processes. Second, we use a case study in the gambling sector to illustrate in a subset of the overall ecosystem the need for industry-specific accountability principles and processes. We define and evaluate critically the implementation of key accountability principles in the gambling industry, namely addressing algorithmic bias and model explainability, before concluding and discussing directions for future work based on our findings. Keywords: Accountability, Explainable AI, Algorithmic Bias, Regulation.
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