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Why Every Entrepreneur Must Prioritize Ethical AI — Now

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Opinions expressed by Entrepreneur contributors are their own.

It’s not a secret to the world that artificial intelligence is here, and it’s no longer just a buzzword — it’s quickly becoming a fundamental force that’s reshaping thought processes and actual landscapes for entrepreneurs everywhere. Whether streamlining operations, enhancing customer experiences, unlocking innovation within the workforce or just dabbling and playing around with what AI can do, it is occurring at an unprecedented scale today.

The technology presents boundless opportunities and exponential value … once tamed. However, with all of this innovation, opportunity and great potential comes even more responsibility. As we rapidly accelerate the adoption of AI, many, many entrepreneurs are facing significant, urgent questions revolving around the ethics, fairness and responsibility of such technology.

Countless entrepreneurs are now asking themselves, “How can I harness the power of AI without losing sight of the ethical principles?” How can early-stage startups today continue to grow quickly while ensuring they’re also thinking of responsible, socially conscious decisions? With every new technology, the ethical repercussions are always a part of the decision to adopt. They’re not theoretical; they’re very practical, critical if missed, as today, customers, investors and regulators are increasingly focusing on how startups are answering this very important question.

Related: 4 Steps Entrepreneurs Can Take to Ensure AI Is Being Used Ethically Within Their Companies

Do you understand ethical AI and what it means today?

If you’re thinking ethical AI is simply just a matter of avoiding harm, you’d be a ways away from fully understanding the overall concept. Ethical AI isn’t simply avoiding harm; it’s facing it head-on and understanding what to do in the moment. It’s actively ensuring that AI systems are fair, transparent and accountable as they can be from development into the hands of consumers. Today, there’s too much ambiguity and uncertainty within systems, whereas consumers and stakeholders of the organization expect it to align with the values of fairness, inclusivity and transparency, especially in the face of utilizing AI.

In a 2023 study, Deloitte revealed that a majority of consumers would stop buying from companies found using AI irresponsibly or unethically. Today, ethical AI is imperative, and embracing it doesn’t just minimize risks for entrepreneurs; it could potentially enhance brand value and customer trust over others.

Quick check:

  1. Does your AI application being developed respect the privacy of users and adhere to the transparency standards of your respective country or location?

  2. Are you clearly communicating with customers and internal employees on how your AI makes decisions?

Fairness and bias: It isn’t subsiding — it’s a growing concern

When it comes to bias within a system, many think of different things and different outcomes. When algorithmic biases are prevalent, AI systems unintentionally introduce and reinforce existing societal biases. This is quickly becoming one of the biggest ethical concerns of the AI industry as it continues to grow. Many biases are completely hidden, and you would never know you’ve been introduced to them. Many times, these biases often appear extremely subtle, such as within hiring algorithms that feed ATS systems, financial approvals within banks and personalized marketing programs.

MIT’s Media Lab is no stranger to AI. Research from the institute highlights instances where biased AI has negatively impacted hiring, explicitly disproportionately excluding women and minorities within qualified job applications. This is crucial to identify and recognize early on within AI applications. A company that proactively audits their AI algorithms being developed for fairness, unbiased results and analysis not only helps mitigate such risks but also positions your organization as a responsible and forward-thinking trusted party.

Related: Avoid AI Disasters and Earn Trust — 8 Strategies for Ethical and Responsible AI

Transparency builds trust

In today’s AI marketplace, transparency isn’t optional — it’s essential to ensure consumers of your products know how decisions that could affect their lives are being made. Regulators worldwide are increasingly identifying ways to require businesses to disclose AI processes in a clear and understandable way. Whether these regulations stay around or not, the concept of regulating this new emerging technology was still there.

You must look at transparency as building credibility and trust, two increasingly important aspects for brand reputation. You don’t need to go far to see a major player within the AI game promoting just this concept. OpenAI CEO Sam Altman underscores the importance by saying, “AI must be understandable to earn trust; transparency isn’t a burden — it’s a strategic advantage.”

Privacy and data responsibility

We’re in the age of Big Data, and it’s data that fuels AI like wildfire — but mishandled and inaccurate data can turn AI into a quick reputational disaster. Entrepreneurs must be ethical when obtaining data. They must balance company and product innovation with a rigorous effort on privacy protections, ensuring the security of personal data within frameworks such as GDPR and CCPA.

Apple has one of the most stringent proactive privacy stances within the industry, highlighting a competitive advantage: a 2022 Consumer Reports study found that 82% of customers prefer brands that actively protect their data privacy. Prioritizing consumer privacy, whether a customer or not, isn’t just responsible — it’s good business practice.

Taking a stand for ethical AI: Your entrepreneurial imperative

Ultimately, emerging technologies with such potential as AI inherently come paired with significant responsibilities for those developing such technology. Entrepreneurs with ideas that thrive within the age of AI won’t simply be those who utilize the most advanced systems but instead those who fully and completely understand the inherent risks and ethical implications that come with it.

Related: What Will It Take to Build a Truly Ethical AI? These 3 Tips Can Help.

The call to action here is clear: For those creating and developing such technologies, proactively embedding ethical standards into your AI strategies now will go a long way, safeguarding not only your customers but also your business continuity, reputation and future growth.

If you take one thing away here, it is to remember that ethical AI isn’t about avoiding the problems that will present themselves; it’s about seizing opportunities. The ethical image and leadership that you portray can define your brand, differentiate you from your competitors and position your startup as one of the premier AI companies seeking to succeed responsibly and sustainably in the ever-fast-changing world.

It’s not a secret to the world that artificial intelligence is here, and it’s no longer just a buzzword — it’s quickly becoming a fundamental force that’s reshaping thought processes and actual landscapes for entrepreneurs everywhere. Whether streamlining operations, enhancing customer experiences, unlocking innovation within the workforce or just dabbling and playing around with what AI can do, it is occurring at an unprecedented scale today.

The technology presents boundless opportunities and exponential value … once tamed. However, with all of this innovation, opportunity and great potential comes even more responsibility. As we rapidly accelerate the adoption of AI, many, many entrepreneurs are facing significant, urgent questions revolving around the ethics, fairness and responsibility of such technology.

Countless entrepreneurs are now asking themselves, “How can I harness the power of AI without losing sight of the ethical principles?” How can early-stage startups today continue to grow quickly while ensuring they’re also thinking of responsible, socially conscious decisions? With every new technology, the ethical repercussions are always a part of the decision to adopt. They’re not theoretical; they’re very practical, critical if missed, as today, customers, investors and regulators are increasingly focusing on how startups are answering this very important question.

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Ethics & Policy

Experts gather to discuss ethics, AI and the future of publishing

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Representatives of the founding members sign the memorandum of cooperation at the launch of the Association for International Publishing Education during the 3rd International Conference on Publishing Education in Beijing.CHINA DAILY

Publishing stands at a pivotal juncture, said Jeremy North, president of Global Book Business at Taylor & Francis Group, addressing delegates at the 3rd International Conference on Publishing Education in Beijing. Digital intelligence is fundamentally transforming the sector — and this revolution will inevitably create “AI winners and losers”.

True winners, he argued, will be those who embrace AI not as a replacement for human insight but as a tool that strengthens publishing’s core mission: connecting people through knowledge. The key is balance, North said, using AI to enhance creativity without diminishing human judgment or critical thinking.

This vision set the tone for the event where the Association for International Publishing Education was officially launched — the world’s first global alliance dedicated to advancing publishing education through international collaboration.

Unveiled at the conference cohosted by the Beijing Institute of Graphic Communication and the Publishers Association of China, the AIPE brings together nearly 50 member organizations with a mission to foster joint research, training, and innovation in publishing education.

Tian Zhongli, president of BIGC, stressed the need to anchor publishing education in ethics and humanistic values and reaffirmed BIGC’s commitment to building a global talent platform through AIPE.

BIGC will deepen academic-industry collaboration through AIPE to provide a premium platform for nurturing high-level, holistic, and internationally competent publishing talent, he added.

Zhang Xin, secretary of the CPC Committee at BIGC, emphasized that AIPE is expected to help globalize Chinese publishing scholarships, contribute new ideas to the industry, and cultivate a new generation of publishing professionals for the digital era.

Themed “Mutual Learning and Cooperation: New Ecology of International Publishing Education in the Digital Intelligence Era”, the conference also tackled a wide range of challenges and opportunities brought on by AI — from ethical concerns and content ownership to protecting human creativity and rethinking publishing values in higher education.

Wu Shulin, president of the Publishers Association of China, cautioned that while AI brings major opportunities, “we must not overlook the ethical and security problems it introduces”.

Catriona Stevenson, deputy CEO of the UK Publishers Association, echoed this sentiment. She highlighted how British publishers are adopting AI to amplify human creativity and productivity, while calling for global cooperation to protect intellectual property and combat AI tool infringement.

The conference aims to explore innovative pathways for the publishing industry and education reform, discuss emerging technological trends, advance higher education philosophies and talent development models, promote global academic exchange and collaboration, and empower knowledge production and dissemination through publishing education in the digital intelligence era.

 

 

 



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Ethics & Policy

Experts gather to discuss ethics, AI and the future of publishing

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on

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Representatives of the founding members sign the memorandum of cooperation at the launch of the Association for International Publishing Education during the 3rd International Conference on Publishing Education in Beijing.CHINA DAILY

Publishing stands at a pivotal juncture, said Jeremy North, president of Global Book Business at Taylor & Francis Group, addressing delegates at the 3rd International Conference on Publishing Education in Beijing. Digital intelligence is fundamentally transforming the sector — and this revolution will inevitably create “AI winners and losers”.

True winners, he argued, will be those who embrace AI not as a replacement for human insight but as a tool that strengthens publishing”s core mission: connecting people through knowledge. The key is balance, North said, using AI to enhance creativity without diminishing human judgment or critical thinking.

This vision set the tone for the event where the Association for International Publishing Education was officially launched — the world’s first global alliance dedicated to advancing publishing education through international collaboration.

Unveiled at the conference cohosted by the Beijing Institute of Graphic Communication and the Publishers Association of China, the AIPE brings together nearly 50 member organizations with a mission to foster joint research, training, and innovation in publishing education.

Tian Zhongli, president of BIGC, stressed the need to anchor publishing education in ethics and humanistic values and reaffirmed BIGC’s commitment to building a global talent platform through AIPE.

BIGC will deepen academic-industry collaboration through AIPE to provide a premium platform for nurturing high-level, holistic, and internationally competent publishing talent, he added.

Zhang Xin, secretary of the CPC Committee at BIGC, emphasized that AIPE is expected to help globalize Chinese publishing scholarships, contribute new ideas to the industry, and cultivate a new generation of publishing professionals for the digital era.

Themed “Mutual Learning and Cooperation: New Ecology of International Publishing Education in the Digital Intelligence Era”, the conference also tackled a wide range of challenges and opportunities brought on by AI — from ethical concerns and content ownership to protecting human creativity and rethinking publishing values in higher education.

Wu Shulin, president of the Publishers Association of China, cautioned that while AI brings major opportunities, “we must not overlook the ethical and security problems it introduces”.

Catriona Stevenson, deputy CEO of the UK Publishers Association, echoed this sentiment. She highlighted how British publishers are adopting AI to amplify human creativity and productivity, while calling for global cooperation to protect intellectual property and combat AI tool infringement.

The conference aims to explore innovative pathways for the publishing industry and education reform, discuss emerging technological trends, advance higher education philosophies and talent development models, promote global academic exchange and collaboration, and empower knowledge production and dissemination through publishing education in the digital intelligence era.

 

 

 



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Lavender’s Role in Targeting Civilians in Gaza

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The world today is war-torn, starting with Russia’s attacks on Ukraine to Israel’s devastation in Palestine and now in Iran, putting the entire West Asia in jeopardy.

The geometrics of war has completely changed, from Blitzkrieg (lightning war) in World War II to the use of sophisticated and technologically driven missiles in these latest armed conflicts. The most recent wars are being driven by use of artificial intelligence (AI) to narrow down potential targets.

There have been multiple evidences which indicate that Israeli forces have deployed novel AI-driven targeting tools in Gaza. One system, nicknamed “Lavender” is an AI-enabled database that assigns risk scores to Gazans based on patterns in their personal data (communication, social connections) to identify “suspected Hamas or Islamic Jihad operatives”. Lavender has flagged up to 37,000 Palestinians as potential targets early in the war.

A second system, “Where is Daddy?”, uses mobile phone location tracking to notify operators when a marked individual is at home. The initial strikes using these automated generated systems targeted individuals in their private homes on the pretext of targeting the terrorists. But innocent women and young children also lost their lives in these attacks. This technology was developed as a replacement of human acumen and strategy to identify and target the suspects.

According to the Humans Rights Watch report (2024), around 70 per cent of people who have lost lives were women and children. The United Nations agency has also verified the details of 8,119 victims killed in Gaza from November 2023 to April 2024. The report showed that 44 per cent of the victims were children and 26 per cent were women. The humans are merely at the mercy of this sophisticated technology that identified the suspected militants and targeted them.

The use of AI-based tools like “Lavender” and “Where’s Daddy?” by Israel in its war against Palestine raises serious questions about the commitment of countries to the international legal framework and the ethics of war. Use of such sophisticated AI targeted tools puts the weaker nations at the dictate of the powerful nations who can use these technologies to inflict suffering for the non-combatants.

The international humanitarian law (IHL) and international human rights law (IHRL) play a critical yet complex role in the context of AI during conflict situations such as the Israel-Palestine Conflict. Such AI-based warfare violates the international legal framework principles of distinction, proportionality and precaution.

The AI systems do not inherently know who is a combatant. Investigations report that Lavender had an error rate on the order of 10 per cent and routinely flagged non-combatants (police, aid workers, people who merely shared a name with militants). The reported practice of pre-authorising dozens of civilian deaths per strike grossly violates the proportionality rule.

An attack is illegal if incidental civilian loss is “excessive” in relation to military gain. For example, one source noted that each kill-list target came with an allowed “collateral damage degree” (often 15–20) regardless of the specific context. Allowing such broad civilian loss per target contradicts IHL’s core balancing test (ICRC Rule 14).

The AI-driven process has eliminated normal safeguards (verification, warnings, retargeting). IHRL continues to apply alongside IHL in armed conflict contexts. In particular, the right to life (ICCPR Article 6) obliges states to prevent arbitrary killing.

The International Court of Justice has held that while the right to life remains in force during war, an “arbitrary deprivation of life” must be assessed by reference to the laws of war. In practice, this means that IHL’s rules become the benchmark for whether killings are lawful.

However, even accepting lex specialis (law overriding general law), the reported AI strikes raise grave human rights concerns especially the Right to Life (ICCPR Art. 6) and Right to Privacy (ICCPR Art. 17).

Ethics of war, called ‘jus in bello’ in the legal parlance, based on the principles of proportionality (anticipated moral cost of war) and differentiation (between combatants and non-combatants) has also been violated. Article 51(5) of Additional Protocol I of the 1977 Geneva Convention said that “an attack is disproportionate, and thus indiscriminate, if it may be expected to cause incidental loss of civilian life, injury to civilians, damage to civilian objects, or a combination thereof, which would be excessive in relation to the concrete and military advantage”.

The Israel Defense Forces have been indiscriminately using AI to target potential targets. These targets though aimed at targeting militants have been extended to the non-military targets also, thus causing casualties to the civilians and non-combatants. Methods used in a war is like a trigger which once warded off is extremely difficult to retract and reconcile. Such unethical action creates more fault lines and any alternate attempt at peace resolution and mediation becomes extremely difficult.

The documented features of systems like Lavender and Where’s Daddy, based on automated kill lists, minimal human oversight, fixed civilian casualty “quotas” and use of imprecise munitions against suspects in homes — appear to contravene the legal and ethical principles.

Unless rigorously constrained, such tools risk turning warfare into arbitrary slaughter of civilians, undermining the core humanitarian goals of IHL and ethics of war. Therefore, it is extremely important to streamline the unregulated use of AI in perpetuating war crimes as it undermines the legal and ethical considerations of humanity at large.



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