Transformasi Etika Komunikasi Bisnis di Era Artificial Intelligence: Kajian Literatur terhadap Tantangan dan Peluang Implementasi AI

Ibnu Waseu

doi:10.61132/jusbit.v3i3.1566

Authors

Ibnu Waseu Sekolah Tinggi Ilmu Ekonomi Syariah Putera Bangsa Tegal Jawa Tengah

DOI:

https://doi.org/10.61132/jusbit.v3i3.1566

Keywords:

AI Implementation, Algorithmic Transparency, Artificial Intelligence, Business Communication Ethics, Data Protection

Abstract

The development of Artificial Intelligence (AI) has transformed business communication practices by improving efficiency, service personalization, and data-driven decision-making. At the same time, the implementation of AI has introduced various ethical challenges related to algorithmic transparency, data protection, and accountability. This study aims to analyze the transformation of business communication ethics in the AI era by examining the challenges and opportunities associated with AI implementation through a literature review approach. This research employed a qualitative method using a literature review of 20 scientific articles published in reputable national and international journals. The data were analyzed through the processes of identification, selection, thematic categorization, and literature synthesis. The findings indicate that AI provides significant opportunities to enhance the effectiveness of business communication, improve service quality, and foster organizational innovation. However, AI implementation also requires adherence to ethical principles, including transparency, fairness, personal data protection, and human oversight, to ensure its responsible use. This study concludes that the successful implementation of AI in business communication depends not only on technological advancement but also on an organization's ability to establish AI governance grounded in the principles of business communication ethics.

Downloads

Download data is not yet available.

References

Baker-Brunnbauer, J. (2021). Artificial intelligence and management: The automation-augmentation paradox. Journal of Business Ethics, 174(4), 747–764.

Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77–101. https://doi.org/10.1191/1478088706qp063oa

Dwivedi, Y. K., Hughes, L., Ismagilova, E., Aarts, G., Coombs, C., Crick, T., Duan, Y., Dwivedi, R., Edwards, J., Eirug, A., Galanos, V., Ilavarasan, P. V., Janssen, M., Jones, P., Kar, A. K., Kizgin, H., Kronemann, B., Lal, B., Lucini, B., ... Williams, M. D. (2021). Artificial intelligence (AI): Multidisciplinary perspectives on emerging challenges, opportunities, and agenda for research, practice and policy. International Journal of Information Management, 57, 101994. https://doi.org/10.1016/j.ijinfomgt.2019.08.002

Floridi, L., & Cowls, J. (2019). A unified framework of five principles for AI in society. Harvard Data Science Review, 1(1). https://doi.org/10.1162/99608f92.8cd550d1

Hancock, J. T., Naaman, M., & Levy, K. (2020). AI-mediated communication: Definition, research agenda, and ethical considerations. Journal of Computer-Mediated Communication, 25(1), 89–100. https://doi.org/10.1093/jcmc/zmz022

Jarrahi, M. H. (2018). Artificial intelligence and the future of work: Human-AI symbiosis in organizational decision making. Business Horizons, 61(4), 577–586. https://doi.org/10.1016/j.bushor.2018.03.007

Jobin, A., Ienca, M., & Vayena, E. (2019). The global landscape of AI ethics guidelines. Nature Machine Intelligence, 1(9), 389–399. https://doi.org/10.1038/s42256-019-0088-2

Kaplan, A., & Haenlein, M. (2020). Rulers of the world, unite! The challenges and opportunities of artificial intelligence. Business Horizons, 63(1), 37–50. https://doi.org/10.1016/j.bushor.2019.09.003

Kriebitz, A., & Lütge, C. (2020). Artificial intelligence and business ethics: A systematic review of the literature. Journal of Business Ethics, 172(4), 761–782.

Loureiro, S. M. C., Guerreiro, J., & Tussyadiah, I. (2021). Artificial intelligence in business: State of the art and future research agenda. Journal of Business Research, 129, 911–926. https://doi.org/10.1016/j.jbusres.2020.11.001

Mittelstadt, B. D. (2019). Principles alone cannot guarantee ethical AI. Nature Machine Intelligence, 1(11), 501–507. https://doi.org/10.1038/s42256-019-0114-4

Munoko, I., Brown-Liburd, H., & Vasarhelyi, M. (2020). The ethical implications of using artificial intelligence in accounting and business. Journal of Business Ethics, 167(2), 209–234. https://doi.org/10.1007/s10551-019-04407-1

Organisation for Economic Co-operation and Development. (2019). OECD principles on artificial intelligence. OECD Publishing.

Ryan, M., & Stahl, B. C. (2021). Artificial intelligence ethics guidelines for business and society: A review. AI and Ethics, 1(1), 61–75.

Russell, S., & Norvig, P. (2021). Artificial intelligence: A modern approach (4th ed.). Pearson.

Snyder, H. (2019). Literature review as a research methodology: An overview and guidelines. Journal of Business Research, 104, 333–339. https://doi.org/10.1016/j.jbusres.2019.07.039

Vayena, E., Blasimme, A., & Cohen, I. G. (2018). Machine learning in medicine: Addressing ethical challenges. PLoS Medicine, 15(11), e1002689. https://doi.org/10.1371/journal.pmed.1002689

West, S. M., Whittaker, M., & Crawford, K. (2019). Discriminating systems: Gender, race, and power in AI. AI Now Institute.

Zuboff, S. (2019). The age of surveillance capitalism: The fight for a human future at the new frontier of power. PublicAffairs.