The relationship between ethics and innovation is controversial. Specifically, responsible innovation is a relatively new issue in the academic debate that envisions future scenario for human beings (Blok, 2018) and scholars stress the relevance of a moral awareness and ethics about innovation (Bennink, 2020). “We are entering an age in which machines are tasked not only to promote well-being and minimize harm, but also to distribute the well- being they create, and the harm they cannot eliminate” (Awad, et al., 2018, p. 59). Artificial intelligence (AI) is no longer a futuristic scenario full of imaginative filmography, but a reality that is already impacting different sectors and that in the near future will strongly influence the configuration of business and human ecosystem (Davenport, Guha, Grewal, & Bressgott, 2020). Recently the Journal of the Academy of Marketing Science published a study that discusses, through the analysis of concrete examples, how artificial intelligence will change the future of marketing, from the automotive industry, to healthcare, to the fashion sector (Davenport, Guha, Grewal, & Bressgott, 2020). Crossing the borders ok knowledge has always fascinated but it has raised many questions too. AI is part of our everyday life; we manage our appliances via mobile app, we plan holydays, shopping, according to suggestions made by an algorithm etc. The point is: does a software be able to really understand our needs and think, make decisions as if it were us? Naturally when the choices made by an artificial intelligence concern safety and human life issues, profound ethical implications arise, which open the debate on a broad and interdisciplinary field, also involving the moral, cultural, and legal sphere (Bonnefon, Shariff, & Rahwan, 2016). Autonomous vehicles (AVs), also called self-driving cars (SDCs), are certainly one of the most disruptive innovation in service as they are a cutting-edge AI application in the B2C market that implies “an immediate sociotechnical concern” (Skeete, 2018). Specifically, while the widespread adoption of AVs would bring undoubted benefits in terms of environmental and energy improvement, safety and mobility for the disabled and those who cannot drive conventional vehicles on the one hand (Anderson, et al., 2014), on the other hand it results in crucial issues in terms of liability, information protection and compliance (Wu, 2020). Nevertheless, a recent survey shows that in Europe, especially among the youngest, there is little understanding of the meaning of autonomous vehicle (ANSA, 2018). The present study aims at understanding behavioural intention to use autonomous vehicles (Keszey, 2020) by exploring ethical implications of self-driving cars by investigating how ethical considerations affect customers’ decisions. This study contributes to the emerging debate on AI and marketing with reference to ethical issues and provides fresh insight for both policy makers and AVs producers about the awareness and use intention of Italian consumers.
Ethics and Artificial Intelligence: new and old challenges. Focus on self-driving cars
Maria Colurcio
;
2020-01-01
Abstract
The relationship between ethics and innovation is controversial. Specifically, responsible innovation is a relatively new issue in the academic debate that envisions future scenario for human beings (Blok, 2018) and scholars stress the relevance of a moral awareness and ethics about innovation (Bennink, 2020). “We are entering an age in which machines are tasked not only to promote well-being and minimize harm, but also to distribute the well- being they create, and the harm they cannot eliminate” (Awad, et al., 2018, p. 59). Artificial intelligence (AI) is no longer a futuristic scenario full of imaginative filmography, but a reality that is already impacting different sectors and that in the near future will strongly influence the configuration of business and human ecosystem (Davenport, Guha, Grewal, & Bressgott, 2020). Recently the Journal of the Academy of Marketing Science published a study that discusses, through the analysis of concrete examples, how artificial intelligence will change the future of marketing, from the automotive industry, to healthcare, to the fashion sector (Davenport, Guha, Grewal, & Bressgott, 2020). Crossing the borders ok knowledge has always fascinated but it has raised many questions too. AI is part of our everyday life; we manage our appliances via mobile app, we plan holydays, shopping, according to suggestions made by an algorithm etc. The point is: does a software be able to really understand our needs and think, make decisions as if it were us? Naturally when the choices made by an artificial intelligence concern safety and human life issues, profound ethical implications arise, which open the debate on a broad and interdisciplinary field, also involving the moral, cultural, and legal sphere (Bonnefon, Shariff, & Rahwan, 2016). Autonomous vehicles (AVs), also called self-driving cars (SDCs), are certainly one of the most disruptive innovation in service as they are a cutting-edge AI application in the B2C market that implies “an immediate sociotechnical concern” (Skeete, 2018). Specifically, while the widespread adoption of AVs would bring undoubted benefits in terms of environmental and energy improvement, safety and mobility for the disabled and those who cannot drive conventional vehicles on the one hand (Anderson, et al., 2014), on the other hand it results in crucial issues in terms of liability, information protection and compliance (Wu, 2020). Nevertheless, a recent survey shows that in Europe, especially among the youngest, there is little understanding of the meaning of autonomous vehicle (ANSA, 2018). The present study aims at understanding behavioural intention to use autonomous vehicles (Keszey, 2020) by exploring ethical implications of self-driving cars by investigating how ethical considerations affect customers’ decisions. This study contributes to the emerging debate on AI and marketing with reference to ethical issues and provides fresh insight for both policy makers and AVs producers about the awareness and use intention of Italian consumers.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
