Applying the Hunt Vitell ethics model to artificial intelligence ethics

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.