Ethical implications using artificial intelligence in IT sector and its impact on competitive advantage and employee commitment through parallel mediating role of employee motivation and responsible innovation

Purpose Artificial intelligence (AI) is currently influencing many aspects of business and the lives of humans. Understanding how AI may be built to operate ethically and satisfy the expectations of stakeholders is critical. Ethical ramifications of AI were investigated by several pioneering academics in the domains of economics, law, ethics and philosophy. They also created a set of guiding principles and criteria for future research. Despite this, little study has been done on the connection between AI ethics and employee commitment (EC) and competitive advantage (CA). Through mediation of the impact of responsible innovation (RI) and employee motivation (EM), this study aimed to explore the relationship between AI ethics and EC and CA. Design/methodology/approach Survey data from 206 respondents were evaluated using Process macro version 3.4 in SPSS 23 and AMOS 21.0. The study findings showed that the ethics of AI are important for boosting EC and the organization's ability to remain competitive, and a significant connection between them was discovered. Additionally, both RI and EM served as mediators. Parallel mediation has been tested. Findings AI ethics predicts RI and EM, which in turn drives EC and organization's CA. Furthermore, statistical significance was shown for both direct and indirect impacts. Practical implications Based on the study results, theoretical and practical consequences are examined. This study is the first to explore the interaction between AI ethics, EM, EC, CA and RI. Originality/value This piece of work is novel and one of a kind. The conceptual framework has not been studied earlier. The interplay of variables such as ethics of AI, CA, EC, RI and EM is novel.