IDEAS home Printed from https://ideas.repec.org/a/eee/bushor/v63y2020i2p195-204.html
   My bibliography  Save this article

Virtue as a framework for the design and use of artificial intelligence

Author

Listed:
  • Neubert, Mitchell J.
  • Montañez, George D.

Abstract

Practitioners are seeking information and ethical guidance related to the design and utilization of artificial intelligence (AI) across a variety of applications. Developments at Google illustrate the potential good of AI as well as potential concerns. In this article, we use Google to create a context that demonstrates the relevance of virtue for the ethical design and use of AI. We describe a set of ethical challenges encountered by Google and introduce virtue as a framework for ethical decision making that can be applied broadly to numerous organizations. We also examine support for virtue in ethical decision making as well as its power in attracting and retaining the employees who develop AI and the customers who use it. To conclude, we apply the virtue framework to Google’s AI challenges and offer suggestions for its use in other organizations.

Suggested Citation

  • Neubert, Mitchell J. & Montañez, George D., 2020. "Virtue as a framework for the design and use of artificial intelligence," Business Horizons, Elsevier, vol. 63(2), pages 195-204.
    • Handle: RePEc:eee:bushor:v:63:y:2020:i:2:p:195-204
    DOI: 10.1016/j.bushor.2019.11.001
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0007681319301545
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.bushor.2019.11.001?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Moore, Geoff, 2005. "Corporate Character: Modern Virtue Ethics and the Virtuous Corporation," Business Ethics Quarterly, Cambridge University Press, vol. 15(4), pages 659-685, October.
    2. Paschen, Ulrich & Pitt, Christine & Kietzmann, Jan, 2020. "Artificial intelligence: Building blocks and an innovation typology," Business Horizons, Elsevier, vol. 63(2), pages 147-155.
    3. Mary Crossan & Daina Mazutis & Gerard Seijts, 2013. "In Search of Virtue: The Role of Virtues, Values and Character Strengths in Ethical Decision Making," Journal of Business Ethics, Springer, vol. 113(4), pages 567-581, April.
    4. Brunk, Katja H., 2010. "Exploring origins of ethical company/brand perceptions: Reply to Shea and Cohn's commentaries," Journal of Business Research, Elsevier, vol. 63(12), pages 1364-1367, December.
    5. Deirdre McCloskey, 2008. "Adam Smith, the Last of the Former Virtue Ethicists," History of Political Economy, Duke University Press, vol. 40(1), pages 43-71, Spring.
    6. Caroline Flammer & Pratima Bansal, 2017. "Does a long-term orientation create value? Evidence from a regression discontinuity," Strategic Management Journal, Wiley Blackwell, vol. 38(9), pages 1827-1847, September.
    7. Yuan-Shuh Lii & Monle Lee, 2012. "Doing Right Leads to Doing Well: When the Type of CSR and Reputation Interact to Affect Consumer Evaluations of the Firm," Journal of Business Ethics, Springer, vol. 105(1), pages 69-81, January.
    8. Canhoto, Ana Isabel & Clear, Fintan, 2020. "Artificial intelligence and machine learning as business tools: A framework for diagnosing value destruction potential," Business Horizons, Elsevier, vol. 63(2), pages 183-193.
    9. Lee, In & Shin, Yong Jae, 2020. "Machine learning for enterprises: Applications, algorithm selection, and challenges," Business Horizons, Elsevier, vol. 63(2), pages 157-170.
    10. Chi-Shiun Lai & Chih-Jen Chiu & Chin-Fang Yang & Da-Chang Pai, 2010. "The Effects of Corporate Social Responsibility on Brand Performance: The Mediating Effect of Industrial Brand Equity and Corporate Reputation," Journal of Business Ethics, Springer, vol. 95(3), pages 457-469, September.
    11. Mitchell Neubert & Dawn Carlson & K. Kacmar & James Roberts & Lawrence Chonko, 2009. "The Virtuous Influence of Ethical Leadership Behavior: Evidence from the Field," Journal of Business Ethics, Springer, vol. 90(2), pages 157-170, December.
    12. Hannah, Sean T. & Avolio, Bruce J. & Walumbwa, Fred O., 2011. "Relationships between Authentic Leadership, Moral Courage, and Ethical and Pro-Social Behaviors," Business Ethics Quarterly, Cambridge University Press, vol. 21(4), pages 555-578, October.
    13. Brunk, Katja H., 2010. "Exploring origins of ethical company/brand perceptions -- A consumer perspective of corporate ethics," Journal of Business Research, Elsevier, vol. 63(3), pages 255-262, March.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Nam, Jinyoung & Jung, Yoonhyuk & Kim, Junghwan, 2024. "Understandings of the AI business ecosystem in South Korea: AI startups’ perspective," Telecommunications Policy, Elsevier, vol. 48(6).
    2. Jake B. Telkamp & Marc H. Anderson, 2022. "The Implications of Diverse Human Moral Foundations for Assessing the Ethicality of Artificial Intelligence," Journal of Business Ethics, Springer, vol. 178(4), pages 961-976, July.
    3. Watson, Graeme J. & Desouza, Kevin C. & Ribiere, Vincent M. & Lindič, Jaka, 2021. "Will AI ever sit at the C-suite table? The future of senior leadership," Business Horizons, Elsevier, vol. 64(4), pages 465-474.
    4. Nam, Jinyoung & Kim, Junghwan & Jung, Yoonhyuk, 2023. "Understandings of the AI business ecosystem in South Korea: AI startups' perspective," 32nd European Regional ITS Conference, Madrid 2023: Realising the digital decade in the European Union – Easier said than done? 278005, International Telecommunications Society (ITS).
    5. Malmio, Irja, 2023. "Ethics as an enabler and a constraint – Narratives on technology development and artificial intelligence in military affairs through the case of Project Maven," Technology in Society, Elsevier, vol. 72(C).
    6. Lee, In & Shin, Yong Jae, 2020. "Machine learning for enterprises: Applications, algorithm selection, and challenges," Business Horizons, Elsevier, vol. 63(2), pages 157-170.
    7. Black, J. Stewart & van Esch, Patrick, 2020. "AI-enabled recruiting: What is it and how should a manager use it?," Business Horizons, Elsevier, vol. 63(2), pages 215-226.
    8. Feng, Cai (Mitsu) & Botha, Elsamari & Pitt, Leyland, 2024. "From HAL to GenAI: Optimizing chatbot impacts with CARE," Business Horizons, Elsevier, vol. 67(5), pages 537-548.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Christopher Chan & Subramaniam Ananthram, 2019. "Religion-Based Decision Making in Indian Multinationals: A Multi-faith Study of Ethical Virtues and Mindsets," Journal of Business Ethics, Springer, vol. 156(3), pages 651-677, May.
    2. Vicenta Sierra & Oriol Iglesias & Stefan Markovic & Jatinder Jit Singh, 2017. "Does Ethical Image Build Equity in Corporate Services Brands? The Influence of Customer Perceived Ethicality on Affect, Perceived Quality, and Equity," Journal of Business Ethics, Springer, vol. 144(3), pages 661-676, September.
    3. Hsiu-Hua Chang, 2017. "Consumer Socially Sustainable Consumption: The Perspective toward Corporate Social Responsibility, Perceived Value, and Brand Loyalty," Journal of Economics and Management, College of Business, Feng Chia University, Taiwan, vol. 13(2), pages 167-191, August.
    4. Alina Köchling & Marius Claus Wehner, 2020. "Discriminated by an algorithm: a systematic review of discrimination and fairness by algorithmic decision-making in the context of HR recruitment and HR development," Business Research, Springer;German Academic Association for Business Research, vol. 13(3), pages 795-848, November.
    5. Mbaye Fall Diallo & Christine Lambey-Checchin, 2017. "Consumers’ Perceptions of Retail Business Ethics and Loyalty to the Retailer: The Moderating Role of Social Discount Practices," Journal of Business Ethics, Springer, vol. 141(3), pages 435-449, March.
    6. Black, J. Stewart & van Esch, Patrick, 2020. "AI-enabled recruiting: What is it and how should a manager use it?," Business Horizons, Elsevier, vol. 63(2), pages 215-226.
    7. Rajaram, Kumaran & Tinguely, Patrick Nicolas, 2024. "Generative artificial intelligence in small and medium enterprises: Navigating its promises and challenges," Business Horizons, Elsevier, vol. 67(5), pages 629-648.
    8. Oriol Iglesias & Stefan Markovic & Jatinder Jit Singh & Vicenta Sierra, 2019. "Do Customer Perceptions of Corporate Services Brand Ethicality Improve Brand Equity? Considering the Roles of Brand Heritage, Brand Image, and Recognition Benefits," Journal of Business Ethics, Springer, vol. 154(2), pages 441-459, January.
    9. Gwarlann Kerviler & Nico Heuvinck & Elodie Gentina, 2022. "“Make an Effort and Show Me the Love!” Effects of Indexical and Iconic Authenticity on Perceived Brand Ethicality," Journal of Business Ethics, Springer, vol. 179(1), pages 89-110, August.
    10. Jatinder Singh & Oriol Iglesias & Joan Batista-Foguet, 2012. "Does Having an Ethical Brand Matter? The Influence of Consumer Perceived Ethicality on Trust, Affect and Loyalty," Journal of Business Ethics, Springer, vol. 111(4), pages 541-549, December.
    11. Bavaresco, Rodrigo Simon & Nesi, Luan Carlos & Victória Barbosa, Jorge Luis & Antunes, Rodolfo Stoffel & da Rosa Righi, Rodrigo & da Costa, Cristiano André & Vanzin, Mariangela & Dornelles, Daniel & J, 2023. "Machine learning-based automation of accounting services: An exploratory case study," International Journal of Accounting Information Systems, Elsevier, vol. 49(C).
    12. Ayat Sami ODEIBAT, 2021. "The Effect Of Technology Evolution On The Future Of Jobs," Network Intelligence Studies, Romanian Foundation for Business Intelligence, Editorial Department, issue 17, pages 57-67, June.
    13. Mitchell J. Neubert & Emily M. Hunter & Remy C. Tolentino, 2022. "Modeling Character: Servant Leaders, Incivility and Patient Outcomes," Journal of Business Ethics, Springer, vol. 178(1), pages 261-278, June.
    14. Han Lin & Saixing Zeng & Liangyan Wang & Hailiang Zou & Hanyang Ma, 2016. "How Does Environmental Irresponsibility Impair Corporate Reputation? A Multi‐Method Investigation," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 23(6), pages 413-423, November.
    15. Kamoonpuri, Sana Zehra & Sengar, Anita, 2023. "Hi, May AI help you? An analysis of the barriers impeding the implementation and use of artificial intelligence-enabled virtual assistants in retail," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    16. Ozgur Demirtas & A. Akdogan, 2015. "The Effect of Ethical Leadership Behavior on Ethical Climate, Turnover Intention, and Affective Commitment," Journal of Business Ethics, Springer, vol. 130(1), pages 59-67, August.
    17. Vera Herédia-Colaço & Rita Coelho do Vale & Sofia B. Villas-Boas, 2019. "Does Fair Trade Breed Contempt? A Cross-Country Examination on the Moderating Role of Brand Familiarity and Consumer Expertise on Product Evaluation," Journal of Business Ethics, Springer, vol. 156(3), pages 737-758, May.
    18. Canhoto, Ana Isabel & Clear, Fintan, 2020. "Artificial intelligence and machine learning as business tools: A framework for diagnosing value destruction potential," Business Horizons, Elsevier, vol. 63(2), pages 183-193.
    19. Subramaniam Ananthram & Christopher Chan, 2016. "Religiosity, spirituality and ethical decision-making: Perspectives from executives in Indian multinational enterprises," Asia Pacific Journal of Management, Springer, vol. 33(3), pages 843-880, September.
    20. Richard R. Klink & Lan Wu, 2017. "Creating ethical brands: the role of brand name on consumer perceived ethicality," Marketing Letters, Springer, vol. 28(3), pages 411-422, September.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:bushor:v:63:y:2020:i:2:p:195-204. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/bushor .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.