Paradigms of application of artificial intelligence from the aspect of ethics in improving quality

In this research paper, based on a systematic review of the relevant scientific literature, the results of research on the use of artificial intelligence in companies from the ethical aspect will be presented. In this context, the paper will investigate the issues arising from the need to establish ethical guidelines for the effective use of methods, techniques and tools of artificial intelligence. For the purposes of the work, various aspects of ethics related to artificial intelligence will be evolved and key challenges that appear in business processes of companies and business systems will be analyzed. The fundamental goal is to investigate how to act ethically in this dynamic environment, while achieving competitive advantage and sustainable business development, that is, to identify the ethical dilemmas of using artificial intelligence in the working environment of individuals and to formulate recommendations to companies and organizations for its ethical use and implementation. The research results point to the necessity of including ethical principles already in the planning and development phase of artificially intelligent systems. The results show that it is necessary for companies and business systems to recognize values such as fairness, transparency and accountability and to integrate them into their business practices. A quantitative methodological approach was used, conducted on the basis of a survey questionnaire. The results of research into the application of artificial intelligence in practice indicate that employees evaluate all organizational practices that would help reduce the occurrence of ethical dilemmas as extremely important and useful, where the biggest identified ethical dilemma is the reduction of work ability and skills due to the possibility of relying on artificial intelligence systems.