AI and Ethical Innovation

Tasneem Gathoo () and Naeem Mahomed Ebrahim ()
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Tasneem Gathoo: University of Johannesburg, Department of Commercial Accounting, College of Business and Economics
Naeem Mahomed Ebrahim: University of Johannesburg, Department of Commercial Accounting, College of Business and Economics

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Abstract: Abstract Artificial intelligence (AI) has been designed and developed in a user-friendly manner to simplify tasks for individuals, businesses and society at large. This has made it a desirable tool that has been integrated into all aspects of life. However, the popularity and rapid innovation of AI technology have given rise to a range of ethical challenges that need to be proactively addressed when developing AI. The objectives of this study address various challenges encountered in the innovation of ethical AI systems. This study begins by examining the AI ethics practices of IBM and Microsoft to understand how these companies have achieved ethical AI systems. These practices can serve as models for best practices for other companies. It then outlines ways to incentivise businesses to prioritise the adoption of ethical AI practices and highlight the benefits thereof to these companies. Lastly, the study explores the role that education plays as well as the benefits to society of developing ethical AI systems. A narrative review was adopted in this study. Documentation relevant to the research objectives was analysed and synthesised to achieve the research objectives. The results from this study demonstrate the importance of ethical AI. To achieve ethical AI, students and professionals must be trained to identify and mitigate ethical dilemmas in AI technology effectively and efficiently. The case studies of IBM and Microsoft emphasise the need to integrate ethical principles from the earliest stage in the development process. It is also important for companies to support the AI development process with strong policies and ethical governance structures. The benefits of ethical AI are vast for businesses and society, as it enhances the perception of businesses and promotes social responsibility. Therefore, early integration of ethics in the development of AI is an absolute necessity for businesses and society.

Date: 2026
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DOI: 10.1007/978-3-032-20091-4_9

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