Rules of engagement: ethical issues and value chain introspection in Artificial Intelligence systems

The increasing use of artificial intelligence (AI) to improve business analytics has brought with it a strong discussion concerning the ethics of the value chains. This study adopts a multidisciplinary approach by applying mixed methods research aimed at determining its benefits in the corporate environment. The study also contrasts the benefits with the potential harms caused by the use of AI in terms of governance, justice, and people’s freedoms in the enterprise. The study is based on the maxims of technology acceptance model, reliability theory, and theory of justice, which drive the formulation of research propositions and empirical hypotheses. Data was collected from 158 middle and senior management employees implementing AI tech in various areas of the firm and 24 users of AI technology within the geographical expanse of Mexico. The results of the study indicate that the stakeholders influence the use of AI and stimulate technological adaptation process through generating awareness, availability, and repeat buying behavior among consumers. The study also indicates that the algorithms associated with the learning models of online systems in the footwear industry are particularly programmed to optimize the customer experience and to adopt sustainable practices that reduce social and environmental impact.