1. – Professor at University of Canada West, Canada
2. – Principal Academic Advisor at Indian School of Hospitality, India
| Received
- |
Accepted
- |
Published
28-Jul-2026 |
Abstract
Generative Artificial Intelligence
(Gen AI) as decision support systems
has the potential to assist business
decision-makers in fully forming
and assessing wicked problems
while providing complex and ethically
sound solutions. This possibility
is facilitated by the algorithmic
basis of human ethical thinking
processes and formal ethical
systems. While there are significant
problems with the use of Gen AI due
to the way it tends to replicate existing
biases, hallucinate improbable
answers, or repeat mundane
responses, the application of AI
using a stakeholder perspective
produces the basis for more comprehensive
and in-depth analysis.
In t hi s paper, seven ways have
been outlined by which Gen AI can
be appl i ed t o current busine ss
problems such that the decisionmakers
find access to better ethical
answers, while also providing
a counterargument to each one.
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