Ethical Issues in the Exploitation of Artificial Intelligence: The Impact on Corporate Image in Consumers’ Perspectives

Abstract

Artificial Intelligence (AI) represents an innovative tool that enhances the efficiency of business administration by accelerating processes. Due to its capability to rapidly analyze data, AI enables precise business solutions and decision-making, thereby increasing the effectiveness of firms' online activities. However, consumers are increasingly concerned with the ethical implications of businesses utilizing AI. This research seeks to investigate the impact of AI-related ethical concerns on the consumer perception of corporate image. The researcher employed       a purposive sampling strategy, selecting a sample of 483 individuals who have recognized and experienced businesses utilizing AI. An online questionnaire administered served as the research instrument. The statistical analysis included multiple regression analysis and Pearson’s correlation coefficient. The data were analyzed to assess the influences of independent variables associated with ethical issues in AI utilization—namely, Privacy, Trust, Agency, and Security—on the dependent variable, Corporate Image. The result identified that the ethical factors influencing corporate image,  in descending order of impact, are Security (0.308), Trust (0.221), Agency (0.124), and Privacy (0.112). These research findings provide valuable insights for businesses considering the implementation of AI technology in their administrative and marketing strategies. By establishing guidelines or policies that address ethical concerns, organizations can effectively safeguard and enhance their corporate image.