Managing AI ethics tensions : a case study at Multichoice

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dc.contributor.advisor Ruttkamp-Bloem, Emma
dc.contributor.coadvisor Robertson, Helen
dc.contributor.postgraduate Velayudan, Mergandran
dc.date.accessioned 2023-07-17T13:49:54Z
dc.date.available 2023-07-17T13:49:54Z
dc.date.created 2023-09
dc.date.issued 2023-03-30
dc.description Dissertation (MA (Philosophy))--University of Pretoria, 2023. en_US
dc.description.abstract Interest in Artificial Intelligence (AI) has never been greater – while we’re at a likely tipping point in the adoption of AI into mainstream industry, we’re still grappling with effective ways to manage the ethical concerns that AI surfaces on a regular basis. The purpose of this study is to shed some light into the types of AI applications being developed in the media industry in South Africa, investigate how AI ethics tensions surface and are managed when building these AI applications and provide recommendations for the management of AI ethics tensions in media organisations. Data was collected from respondents on the types of AI applications being developed, as well as the nature and characteristics of these projects including roles required to staff the projects, project duration, focus and business objectives, project outcomes, technologies used, and source of technologies used. The study reviewed recent literature on AI ethics, and specifically research into the roles played by both individuals as well as the organisations they work for, in managing AI ethics considerations. Using the insights from the literature, as well as data collected during the study via a cross-sectional survey implementation, analysis was performed to determine associations between actions in the management of AI ethics tensions and the perceived outcomes and effectiveness. Several statistically significant associations, with both weak and medium effect size, were noted between the way AI ethics tensions were discovered and managed during projects, and the perceived outcomes and effectiveness of these actions. The associations noted potentially have implications for media organisations that are implementing AI solutions and are seeking to effectively manage AI ethics tensions. Based on these analyses performed, recommendations are provided to inform the creation of effective frameworks to manage AI ethics tensions at media organisations developing AI solutions. Limitations of the study and further areas of research required are also discussed. en_US
dc.description.availability Unrestricted en_US
dc.description.degree MA (Philosophy) en_US
dc.description.department Philosophy en_US
dc.identifier.citation * en_US
dc.identifier.doi Not to be provided as per data disclaimer en_US
dc.identifier.other S2023 en_US
dc.identifier.uri http://hdl.handle.net/2263/91481
dc.language.iso en en_US
dc.publisher University of Pretoria
dc.rights © 2023 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria.
dc.subject Artificial intelligence ethics en_US
dc.subject AI ethics tensions en_US
dc.subject AI ethics guidelines en_US
dc.subject AI ethics codes of conduct en_US
dc.subject UCTD
dc.title Managing AI ethics tensions : a case study at Multichoice en_US
dc.type Dissertation en_US


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