The Sociology of Artificial Intelligence Through the Lens of Ethics in the Digital Age

This paper explores artificial intelligence (AI) as a complex social phenomenon that transcends its technical dimension, becoming an active agent in shaping social relations, power structures, and identities. Through sociological and ethical lenses, it analyzes the challenges AI poses regarding justice, responsibility, and freedom in the digital age. Special attention is given to social responsibility in the development and application of AI systems, issues of algorithmic bias and inequality, as well as the implications of digital surveillance and control. The paper also examines the transformation of identity in the digital era and the complex processes of digital subject formation, with a focus on the specific context of the Balkan region. In the context of the future of work and the new economy, it discusses the socio-economic effects of automation, precarity, and the global challenges faced by local communities. Finally, the study emphasizes the necessity of responsible and inclusive AI development that integrates ethical, social, and political dimensions to create a more just, sustainable, and humane society. Interdisciplinary collaboration and active citizen participation in shaping technological futures are highlighted as essential components.