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A theoretical framework to guide AI ethical decision making

Author

Listed:
  • O. C. Ferrell

    (Harbert College of Business, Auburn University)

  • Dana E. Harrison

    (East Tennessee State University)

  • Linda K. Ferrell

    (Harbert College of Business, Auburn University)

  • Haya Ajjan

    (Elon University)

  • Bryan W. Hochstein

    (Culverhouse College of Commerce, University of Alabama)

Abstract

Artificial Intelligence (AI) ethics is needed to address the risks that are outpacing efforts to protect consumers and society. AI is becoming human-competitive with the ability to perform tasks, that without controls, can result in harmful or destructive actions. Principles are currently the most discussed ethical approach for pervasive boundaries for algorithmic rule-based intelligence. Principles, values, norms, and rules should be the foundation of an ethical corporate culture with all participants aware of and involved in developing AI ethics. To address these concerns, a theory-based decision framework is presented to incorporate ethical considerations into AI applications. With limited discussion on frameworks to manage AI ethics, we provide a modification of the Hunt–Vitell (H–V) ethical decision model to provide a supportive theoretical framework. This model considers the cultural, industry, organizational, and legal standards that shape AI ethical decision making. The model is based on individual decision making and parallels the decision process in autonomous AI system decision making. Topics for additional research are advanced to create expanded knowledge on this topic.

Suggested Citation

  • O. C. Ferrell & Dana E. Harrison & Linda K. Ferrell & Haya Ajjan & Bryan W. Hochstein, 2024. "A theoretical framework to guide AI ethical decision making," AMS Review, Springer;Academy of Marketing Science, vol. 14(1), pages 53-67, June.
    • Handle: RePEc:spr:amsrev:v:14:y:2024:i:1:d:10.1007_s13162-024-00275-9
    DOI: 10.1007/s13162-024-00275-9
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