Applying the Hunt Vitell ethics model to artificial intelligence ethics. Issue 2 (3rd April 2021)

• Record Type: Journal Article
• Authors: Ferrell, O.C.; Ferrell, Linda
• Is Part Of: Journal of global scholars of marketing science. Volume 31:Issue 2(2021)
• Page Start: 178
• Page End: 188
• Publication Date: 2021-04-03
• Subjects: Artificial intelligence ethics -- Hunt Vitell ethics model -- machine learning -- business ethics -- ethical evaluations; Marketing -- Periodicals; Marketing; Electronic journals; Periodicals; 658.8
• DOI: 10.1080/21639159.2020.1785918
• Languages: English
• ISSNs: 2163-9159

Abstract

ABSTRACT: The Hunt-Vitell (H-V) model of marketing ethics has been validated over the last 30 years. The model explains how people make ethical decisions. Artificial intelligence (AI), involving machine learning, is replacing humans and making decisions based on algorithms or rules developed by programmers. The challenge is how to program the ethical component of AI decisions normally provided by humans. H-V is a descriptive model that can be applied to making AI ethical decisions. A blueprint and revised H-V model is developed as a guide to implementing AI ethics.