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AI & Ethics: An entrepreneurial perspective on potential dilemmas and coping mechanisms

Teixeira Conde da Silva, Mariana LU and Maringele, Sarah Katrin LU (2024) ENTN19 20241
Department of Business Administration
Abstract
This thesis explores how entrepreneurs perceive and address ethical concerns when using
machine learning (ML) in digital marketing (DM). This study highlights the potential of
Artificial Intelligence (AI) as a game-changer for entrepreneurship, particularly by providing
effectiveness and optimisation of DM practices. Additionally, this study provides insights to
better understand how different ethical concerns regarding the use of ML impacts different
stakeholders, focusing on employees, customers, and society at large. Through qualitative
research, two ethical dilemmas were identified: 1) the conflicting interests between the
ethical concerns of ML use with its efficiency gain; 2) the dual impact of ML in human
creativity and... (More)
This thesis explores how entrepreneurs perceive and address ethical concerns when using
machine learning (ML) in digital marketing (DM). This study highlights the potential of
Artificial Intelligence (AI) as a game-changer for entrepreneurship, particularly by providing
effectiveness and optimisation of DM practices. Additionally, this study provides insights to
better understand how different ethical concerns regarding the use of ML impacts different
stakeholders, focusing on employees, customers, and society at large. Through qualitative
research, two ethical dilemmas were identified: 1) the conflicting interests between the
ethical concerns of ML use with its efficiency gain; 2) the dual impact of ML in human
creativity and critical thinking. In regard to these dilemmas, this study noticed that
entrepreneurs adopt coping mechanisms that are mainly centred on ensuring human
involvement. This thesis contributes to the discussion on ethical use of AI in
entrepreneurship, focusing on a balanced approach that maximises both efficiency and
creativity while addressing ethical concerns. (Less)
Please use this url to cite or link to this publication:
author
Teixeira Conde da Silva, Mariana LU and Maringele, Sarah Katrin LU
supervisor
organization
course
ENTN19 20241
year
type
H1 - Master's Degree (One Year)
subject
keywords
Entrepreneurship, Ethics, Artificial Intelligence, Machine Learning, Digital Marketing, Stakeholder Theory
language
English
id
9167502
date added to LUP
2024-06-24 12:37:56
date last changed
2024-06-24 12:37:56
@misc{9167502,
  abstract     = {{This thesis explores how entrepreneurs perceive and address ethical concerns when using
machine learning (ML) in digital marketing (DM). This study highlights the potential of
Artificial Intelligence (AI) as a game-changer for entrepreneurship, particularly by providing
effectiveness and optimisation of DM practices. Additionally, this study provides insights to
better understand how different ethical concerns regarding the use of ML impacts different
stakeholders, focusing on employees, customers, and society at large. Through qualitative
research, two ethical dilemmas were identified: 1) the conflicting interests between the
ethical concerns of ML use with its efficiency gain; 2) the dual impact of ML in human
creativity and critical thinking. In regard to these dilemmas, this study noticed that
entrepreneurs adopt coping mechanisms that are mainly centred on ensuring human
involvement. This thesis contributes to the discussion on ethical use of AI in
entrepreneurship, focusing on a balanced approach that maximises both efficiency and
creativity while addressing ethical concerns.}},
  author       = {{Teixeira Conde da Silva, Mariana and Maringele, Sarah Katrin}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{AI & Ethics: An entrepreneurial perspective on potential dilemmas and coping mechanisms}},
  year         = {{2024}},
}