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Ethical artificial intelligence (AI): principles and practices

Rob Law (Asia-Pacific Academy of Economics and Management, Department of Integrated Resort and Tourism Management, Faculty of Business Administration, University of Macau, Macau SAR, China)
Huiyue Ye (Asia-Pacific Academy of Economics and Management, Department of Integrated Resort and Tourism Management, Faculty of Business Administration, University of Macau, Macau SAR, China)
Soey Sut Ieng Lei (Department of Integrated Resort and Tourism Management, Faculty of Business Administration, University of Macau, Macau SAR, China)

International Journal of Contemporary Hospitality Management

ISSN: 0959-6119

Article publication date: 8 October 2024

308

Abstract

Purpose

This study aims to delve into the ethical challenges in artificial intelligence (AI) technologies to underscore the necessity of establishing principles for ethical AI utilization in hospitality and tourism.

Design/methodology/approach

A narrative review of research on ethical AI across diverse realms was conducted to reflect current research progress and examine whether sufficient measures have been taken to address issues pertinent to AI utilization in hospitality and tourism.

Findings

Ethical issues including privacy concerns, detrimental stereotypes, manipulation and brutalization pertinent to AI utilization are elaborated. How AI should be properly used and managed ethically, responsibly and sustainably is suggested.

Research limitations/implications

Five fine-tuned principles for regulating AI use in hospitality and tourism are proposed.

Practical implications

A resilient mindset, enhancement of AI context adaptability, equilibrium between development and regulation and collaborative effort of multiple stakeholders are paramount.

Originality/value

Through applying the AI evolution trajectory model, this study contributes to the current discourse of managing AI by proposing a framework that addresses the specific characteristics of hospitality and tourism.

Keywords

Acknowledgements

The first two authors, Rob Law and Huiyue Ye, contributed equally and shared the first authorship. This project is partly supported by Research Grants (including SRG2023-00031-FBA) funded by the University of Macau.

Citation

Law, R., Ye, H. and Lei, S.S.I. (2024), "Ethical artificial intelligence (AI): principles and practices", International Journal of Contemporary Hospitality Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IJCHM-04-2024-0482

Publisher

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Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

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