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RESEARCH
ordering refrigerator or any other technological calls for real digital business ethics, since human skills, ANALYSIS
innovation, most probably won’t lead to a fulfilling and such as creativity or intelligence, are threatened. TRENDS
happy life. The profit thinking of digital businesses Important is to find a middle ground between the
hushes up and suppresses critical and digital ethical extremes of a fully digitized world and a categorical
questions that they themselves cannot answer. So, renunciation of new technical developments. In short,
people have no choice but to withdraw into a world that each of us needs to answer the question of how we can
they control, that they shape with their abilities and in best shape our future in a humane way using
which they can experience their self-efficacy. This technology, simply because embedding ethical AI into
experience of effectiveness of one's own actions leads every business step and decision is vital to become an
to a noticeable feeling of happiness in everyday life. AI-ready enterprise. ◊
By Daniela La Marca
Where machines and software reduce this experience
of effectiveness, humans degenerate into an analog
command recipient of their algorithms and that simply
15 February 2020: Automation & AI: accelerator in digital marketing
