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

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  • 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
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    References listed on IDEAS

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    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. 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.
    5. 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).
    6. 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).
    7. 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.
    8. Lee, In & Shin, Yong Jae, 2020. "Machine learning for enterprises: Applications, algorithm selection, and challenges," Business Horizons, Elsevier, vol. 63(2), pages 157-170.

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