Management perspective of ethics in artificial intelligence
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ORIGINAL RESEARCH
Management perspective of ethics in artificial intelligence Josef Baker‑Brunnbauer1 Received: 11 September 2020 / Accepted: 26 October 2020 © The Author(s) 2020
Abstract This research addressed the management awareness about the ethical and moral aspects of artificial intelligence (AI). It is a general trend to speak about AI, and many start-ups and established companies are communicating about the development and implementation of AI solutions. Therefore, it is important to consider different perspectives besides the technology and data as the key elements for AI systems. The way in which societies are interacting and organising themselves will change. Such transformations require diverse perspectives from the society and particularly from AI system developers for shaping the humanity of the future. This research aimed to overcome this barrier with the answers for the question: What kind of awareness does the management of AI companies have about the social impact of its AI product or service? The central research question was divided into five sub-questions that were answered by a fundamental literature review and an empirical research study. This covered the management understanding of the terms moral, ethics, and artificial intelligence; the internal company prioritization of moral and ethics; and the involved stakeholders in the AI product or service development. It analysed the known and used ethical AI guidelines and principles. In the end, the social responsibility of the management regarding AI systems was analysed and compared. Keywords Artificial intelligence · Ethics · Management · Social impact · Humanity
1 Introduction This research aimed to generate the awareness of ethical challenges for artificial intelligence (AI) systems and to analyse the management perspective and understanding of ethics for its AI product or service. Ethics, based on the used framework, are not just only about defining what is right and what is wrong. As digitalisation covers many different technologies and aspects, AI can be seen as one of them that will change not only businesses, but also humanity. In addition to new technologies and use cases, AI has a deep impact on society and social life and has the potential to seriously shape and change humanity. The increasing digitalisation at all levels [12] does not only lead to the improvement and optimisation of the products and processes but also changes the way of internal and external collaboration. Companies need to increase flexibility and openness to innovate new business models with the intelligent usage of new * Josef Baker‑Brunnbauer josef.baker‑[email protected]‑graz.at 1
technologies, such as AI [2]. A high level of automation with AI systems generates an improved rating of the company performance and can potentially eliminate the existing jobs and increases the psychological pressure on the employees. Digitalisation is a challenge to employees who execute tasks that are easy to automate and to middle and high management. Digital technologi
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