Ethical Practice Research Articles

Proofreading student writing: a research-based stakeholder tool focused on ethical practice

AbstractThis article presents a research-based stakeholder tool informed by a study of the various types of changes proofreaders may make when proofreading a student text. Whilst the tool can be used to advise higher education students, (non-)professional proofreaders/editors, English for Academic Purposes (EAP) lecturers, writing centre tutors, and university policy makers as to appropriate forms of third-party intervention, it is primarily intended to be used as a framework that assists academics in deciding which kinds of third-party intervention are un/ethical when allowing their students to have work proofread. As such, the stakeholder tool serves a heuristic purpose in that it: 1) displays the various types of interventions proofreaders could make for an academic to consider which interventions they wish to allow, from the lightest-touch (e.g., correcting typos or spelling errors) to the heaviest-touch (e.g., substantial, wholesale rewriting of the text by the proofreader at the level of content); 2) advises academics about un/ethical forms of proofreading intervention; 3) confirms an academic has given permission for a student to seek out proofreading support whilst specifying what in the academic’s opinion is un/ethical in terms of proofreading intervention; and 4) educates and trains stakeholders in academically sound proofreading practices. This stakeholder tool is timely when considering that some current university proofreading policies are poorly worded and ambiguous, and when considering the lack of clarity about or knowledge of university proofreading guidelines by stakeholders such as staff and students.

An ESG-Compliant Framework for Fraud Detection in Online Payments Using Data Privacy and Machine Learning

Purpose: The purpose of this paper is to analyze the role of machine learning (ML) in fraudulent online payment transaction detection across industries, with a specific focus on integrating Environmental, Social, and Governance (ESG) principles to bring sustainability and ethics in fraud detection. Methodology: This study reviews the effectiveness of machine learning (ML) techniques in real-time fraud detection, presenting the efficiency of different ML techniques across industries and how those techniques can be modified to apply the principles of ESG. It checks on ethical practices concerning data, compliance with data privacy, and sustainable management, further investigating how effectively ML-driven frameworks can support fraud detection without compromising the standards of ESG. Findings: The study finds that integrating ESG principles within machine learning frameworks for fraud detection enhances both the effectiveness and ethical alignment of these systems. ML models not only support real-time fraud detection but also reinforce sustainable data management and governance practices, providing businesses with an advanced approach to mitigating cyber risks while upholding ESG commitments. Unique Contribution to Theory, Practice, and Policy: This paper contributes by advancing ESG-integrated frameworks for fraud detection, offering a sustainable and ethical model for using ML in financial systems. In practice, it provides actionable insights for industries seeking to align fraud prevention with ESG goals. The paper also suggests policy considerations, advocating for stronger ethical standards and data governance in ML applications for fraud detection.

Real Earnings Management and ESG Performance in China: The Mediating Role of Corporate Innovations

ABSTRACTThis study addresses whether the positive consequences of corporate innovation can mitigate the negative repercussions of earning management practices on corporate sustainability. Specifically, it investigates the impact of real earning management (REM) practices on corporate environmental, social and governance (ESG) performance. Likewise, it explores the mediating role of corporate innovation inputs and outputs in this relationship. The study uses a sample of the A‐share listed firms in the Chinese stock market from 2011 to 2021. We measure REM activities as a comprehensive index of corporate abnormal cash flows, abnormal production costs and abnormal discretionary expenses. The Chinese firms' ESG performance is based on Huazheng's ESG rating. Corporate innovation is categorised into innovation input (i.e., R&D expenditure) and innovation output (i.e., patent applications). The study finds that REM practices inversely affect corporate ESG performance and its various pillars. Likewise, firms that engage in higher REM practices are less likely to allocate resources to innovation (i.e., lower R&D expenditure) and have a low innovation output (i.e., fewer patent applications). Nevertheless, firms with higher innovation input and/or higher innovation output exhibit higher ESG performance. Finally, the corporate innovation input and output mediate the relationship between REM practices and ESG performance, suggesting that the positive influence of innovation on ESG performance helps to mitigate the negative consequences of earnings management practices. These results underscore the significance of ethical financial practices and innovation‐driven strategies in enhancing corporate ESG performance.

FAIR data management: a framework for fostering data literacy in biomedical sciences education.

Data literacy, the ability to understand and effectively communicate with data, is crucial for researchers to interpret and validate data. However, low reproducibility in biomedical research is nowadays a significant issue, with major implications for scientific progress and the reliability of findings. Recognizing this, funding bodies such as the European Commission emphasize the importance of regular data management practices to enhance reproducibility. Establishing a standardized framework for statistical methods and data analysis is essential to minimize biases and inaccuracies. The FAIR principles (Findable, Accessible, Interoperable, Reusable) aim to enhance data interoperability and reusability, promoting transparent and ethical data practices. The study presented here aimed to train postgraduate students at the Universidad Europea de Madrid in data literacy skills and FAIR principles, assessing their application in master thesis projects. A total of 46 participants, including students and mentors, were involved in the study during the 2022-2023 academic year. Students were trained to prioritize FAIR data sources and implement Data Management Plans (DMPs) during their master's thesis. An 11-item questionnaire was developed to evaluate the FAIRness of research data, showing strong internal consistency. The study found that integrating FAIR principles into educational curricula is crucial for enhancing research reproducibility and transparency. This approach equips future researchers with essential skills for navigating a data-driven scientific environment and contributes to advancing scientific knowledge.

APLICABILIDADE DE PROGRAMAS DE ENVIRONMENTAL, SOCIAL AND GOVERNANCE (ESG) NO SETOR DO E-COMMERCE NA INDÚSTRIA 4.0

The rise of Industry 4.0 marks a new phase in the digital transformation of industrial processes, encompassing advanced technologies like the Internet of Things (IoT), big data, artificial intelligence (AI), and intelligent automation. In the e-commerce sector, these innovations have facilitated unprecedented operational efficiency, yet the growth in digital capabilities has also led to heightened expectations for sustainable and ethical business practices, aligned with Environmental, Social, and Governance (ESG) frameworks. This study explores the impact of integrating ESG practices within ecommerce, leveraging Industry 4.0 technologies to enhance operational sustainability and transparency. A systematic review of literature and data was conducted, revealing that robust ESG policies in e-commerce contribute to competitive advantage by attracting investment, fostering consumer loyalty, and meeting regulatory standards. Findings show that Industry 4.0 technologies can aid in environmental management by reducing carbon emissions, waste, and energy consumption through optimized logistics and sustainable packaging. The implementation of circular economy principles further demonstrates how e-commerce companies can reduce their environmental footprint, ensuring alignment with consumer demands for accountability. Moreover, sound governance and digital security play crucial roles in maintaining customer trust and protecting sensitive data, underscoring the broader relevance of ESG practices. This study concludes that the integration of ESG with Industry 4.0 technologies is essential for the long-term success of e-commerce, as it fosters a responsible, transparent, and sustainable business model that balances economic growth with social and environmental stewardship.

The Future of Artificial Intelligence: Trends and Predictions

Artificial Intelligence (AI) has evolved rapidly, transforming diverse industries and societal functions. This paper provides a comprehensive overview of AI's current landscape, examining its advancements, applications, and ethical challenges. Key trends are explored, including innovations in machine learning and deep learning, AI’s expanding role across industries, and its potential for addressing climate change and sustainability. Furthermore, the paper highlights AI's role in enhancing human-machine collaboration, paving the way for systems that augment rather than replace human capabilities. Predictions for AI’s future are discussed, such as the emergence of artificial general intelligence (AGI), advancements in autonomous systems, the impact of quantum computing on AI, and innovations in AI-specific hardware. The paper also examines ethical and societal challenges, such as privacy, algorithmic bias, and the need for global governance, addressing the urgent call for responsible AI. In light of these trends, the paper emphasizes future research directions, encouraging interdisciplinary collaboration and a focus on explainable, robust, and resilient AI models. This work aims to shed light on the transformative potential of AI while advocating for ethical practices to ensure a positive and sustainable impact on society.

A Comparative Analysis of Drone and Boat Monitoring for the Endangered Bolivian River Dolphin

Accurate population monitoring is essential for effective wildlife conservation. This study compares the effectiveness of drone-based vs traditional boat-based methods for assessing an endangered Bolivian river dolphin (Inia geoffrensis boliviensis; BRD) population in Bolivia. Data were collected using high-resolution video recorded with a DJI Mavic 2 zoom drone and standardized methodologies for boat surveys. Two mixed-effects linear models incorporating Poisson and negative binomial error structures were used to compare counts obtained from drone- and boat-based surveys. Results show that drone-based surveys detected 1.15% more individuals on average than boat-based surveys. Drone counts were higher at sites with larger group sizes, leading to congruent estimates. The aerial perspective that drones offer lets researchers overcome potential challenges from boat-based surveys—for example, difficulties related to confirming individual IDs because of limited visibility due to sun glare. Transitioning from boat- to drone-based surveys offers advantages such as reduced disturbance from placement closer to the animals and improved detection rates. Ethical considerations and responsible flight practices are crucial. Standardizing methodologies and prioritizing ethical research factors are key for successful implementation. Drone-based surveys offer a promising approach to enhance wildlife monitoring and conservation practices. This study is the first of this kind for Bolivia, a national natural heritage site, and contributes to the conservation and knowledge of the BRD.

A Systematic Review to Explore the Role of Industry and Regulators on Minimally Invasive Aesthetics Education: A Tale of Two Cities.

The aesthetic medicine industry has seen significant growth due to technological advancements and increasing demand for minimally invasive procedures. This sector's influence on educational institutions is profound, often shaping curricula to align with industry standards. However, this focus can sometimes narrow educational scope, potentially compromising the broader intellectual and ethical development of medical professionals. This study employs a comprehensive literature review to examine the influence of the aesthetic medicine industry on medical education. A systematic search was conducted across academic databases including PubMed, Google Scholar, and ScienceDirect, focusing on articles published between January 2003 and December 2023. Inclusion criteria encompassed studies examining the impact of industry on medical education, financial relationships, ethical implications, and student outcomes. Out of 279 studies identified, 21 met the inclusion criteria. The analysis highlighted themes such as the need for a balanced curriculum integrating both theoretical and practical training, the impact of financial incentives on educational integrity, and the importance of ethical guidelines. The literature underscores the necessity for standardised curricula and enhanced regulatory oversight to ensure comprehensive and unbiased education. The aesthetic medicine industry's significant influence on medical education necessitates a balanced approach that integrates industry advancements with ethical and comprehensive educational practices. Addressing these challenges requires collaboration between academic institutions and industry partners, alongside stringent regulatory oversight. By ensuring educational integrity and fostering holistic training, the field can produce well-rounded professionals capable of ethical and effective practice in aesthetic medicine. This journal requires that authors assign a level of evidence to each article. For a full description of these Evidence-Based Medicine ratings, please refer to the Table of Contents or the online Instructions to Authors www.springer.com/00266 .

Corporate social responsibility and stock price informativeness: evidence from the global banking industry

ABSTRACT This study explores the impact of corporate social responsibility (CSR) performance on stock price informativeness (SPI) in the global banking industry. Drawing on a dataset of 217 banks from 45 countries between 2009 and 2020, we find that CSR performance significantly enhances SPI by ensuring that more bank-specific information is reflected in stock prices. These results align with signalling theory, which suggests that CSR performance reduces information asymmetry by signalling a firm’s commitment to long-term sustainability and ethical practices, thereby improving market efficiency. The effect is stronger in countries with mandatory CSR disclosure regulations, underscoring the role of regulatory frameworks in amplifying the benefits of CSR activities. Furthermore, we find that the relationship between CSR performance and SPI is more pronounced in investment banks than in commercial banks, reflecting the greater market sensitivity to CSR performance in institutions with higher risk profiles. Our findings provide evidence of a critical link between CSR performance and improved market transparency, highlighting the role of CSR initiatives in fostering more accurate stock price reflections.

Empathetic Leaders: Cultivating Success Through Multifaceted Support and Continuous Growth

This study aims to explore the interconnected roles of mentoring, coaching, modeling, and supervision in supporting personal and professional development. A systematic literature review was conducted, sourcing 29 articles to clarify definitions, roles, and distinctions among these frameworks. Through mentoring, individuals gain structured guidance; coaching fosters self-discovery; modeling provides behavioral examples; and supervision ensures adherence to ethical standards. The results reveal unique and overlapping functions of these roles, especially emphasizing coaching supervision’s value in maintaining quality and ethical practices. This study’s novelty lies in its comprehensive integration of these concepts within a single framework, highlighting synergies that enhance developmental outcomes. Consequently, this work contributes to the field by offering a holistic approach for practitioners to optimize human potential across educational and professional contexts.

Cognitive-Linguistic Status of Ethical Knowledge and Ways of Its Representation

The article is devoted to the study of the cognitive nature of ethical knowledge, its essence and substantive contours. There is no classification of ethical knowledge in science, so the formats of its representation and its types have not been determined. The aim of the article is to identify the cognitive foundations of morality, its rational or sensual nature; to determine the ethical knowledge based on its characteristics and classification according to types of representation in knowledge formats. To prove the representability of ethical knowledge a conceptual analysis of the concept “responsibility” is carried out; a value-labeled algorithm of a person’s moral behavior is presented in the ethical script. A cognitive ethical scenario of the category “compassion” is considered; an evaluative categorization of the concept’s “pity” and “ruthlessness” are given; a frame model of the concept “virtue” and the representability of ethical knowledge in knowledge formats (concept, scenario, evaluative categorization, frame, cognition) are constructed. The study also identifies features of ethical knowledge with their definitions, their classification that is carried out based on the criteria of what it is, and what it should be. The authors recognize the cognitive nature of ethical knowledge and consider it can be an information product of cognitive activity, that is tested for truth, expressed as new knowledge, while which person is evaluating behavior, represented in knowledge formats. In the article scientists’ points of view according to which ethical knowledge relates to the theoretical level of knowledge, metaethics or to the practical level of knowledge, practical ethics or philosophy are analyzed. The authors adhere to the statement that ethical knowledge has a dual nature (practical knowledge that regulates human behavior, theoretical knowledge, norms, principles, ethical knowledge). In the course of the research, the following scientific results were obtained: the cognitive essence of ethical knowledge was revealed confirmed by the features of its cognition (informativeness, truth, verifiability, knowability, representability). The authors’ positions which recognize the cognitive nature of ethical knowledge of cognitivists are reflected. The features of ethical knowledge with their definitions are identified; the classification of ethical knowledge is carried out based on the criteria of what it is and what it should be. The level of scientificity and practicality of ethical knowledge is determined. The conclusion is made about the existence of scientific (metaethics) and practical ethics; the cognitive measurability and representability of knowledge through knowledge formats has been proven. Conclusion about that the ethical knowledge has a cognitive status is drawn. The knowledge obtained as a result of cognitive-linguistic activity, provides new information about kinds of behaviour, ways of regulating value relations between people, knowledge about moral values, categories, norms verbalized with the help of language units.

The Emperor and the New Clothes: Engaging the Frivolity of Ethical and Moral Leadership as Espoused Values Against the Values of use

University Education in South Africa has been a subject of transformation in systematic ways and over time. This has had to call upon the multi-dimensional approaches (about MLG Systems and Practices) due to the complexity of the subject. While remarkable progress has been made, and can be evidenced by empirical data, such developments remain elusive for some universities within the sector. Strangely, even the considerable highly ranked universities have not been spared from what can be argued as the complexity of power relations in the politics of knowledge and of being and becoming. This article is based on this issue about complexity in university education, which can play out more as the continuities than what should be the discontinuities from the old regimes of power and of truth. A Case study approach was applied as a methodology, with the actual methods about data management including organisational records, content analysis and critical discourse analysis, over time. Informing such an approach was the ideal of ensuring the theory-methodology-practical program aspects of a potentially credible scholarship project. As such the social realist theory, informed by the critical realist philosophy, served as the anchor of the study that this article is reporting on. The findings relate to what can become the enduring management, leadership and governance crisis in the case of university education, thus constituting the micro politics of being and becoming, despite what can be reported about the same case at macro level. Such cases call upon scholarly critiques if the practical alternatives might constitute the realms of new possibilities. The potential value of the study can be the enhanced dialogue and sustained conversations about the role of management, leadership and governance systems in university education, which have to be maintained and sustained by the idea of ethical and moral practices in pursuit of what ought to be the public and common good.

The Post Office Scandal: Implications for Management, Leadership, and Governance

Many have become more aware of the Post Office (PO) scandal because of the screening of the docudrama Mr Bates vs The Post Office in 2024 (ITV, 2024) and coverage of the recent Public Inquiry (Post Office Horizon IT Inquiry, 2024). However, there are also now several publications concerning the case which highlight key failures in governance, leadership and management that can be addressed. This working paper reviews the case from documented sources and applies critical insight to understand the case from the perspective of both business ethics and organisational behaviour. The author is a former Manager of Ethics and Responsible Business Practices for a global professional services firm, and the co-author of the Economist book, Business Ethics (Moon and Bonny, 2001). The paper highlights the need to build ethical and responsible decision-making cultures from the top down. However, setting the ‘tone at the top’ is no longer a useful paradigm. Too often senior leaders’ distance themselves from the actual running of the enterprise to be fully aware of potential risks that need to be managed. In the case of the PO, key learning points are highlighted in this regard with reference to the work of the investigative journalist Nick Wallis (2021, 2022) and other key authors.

Integrating animal welfare into the WHO pandemic treaty: a thematic analysis of civil society perspectives and comparison with treaty drafting

The COVID-19 pandemic has exposed critical weaknesses in the global health system, highlighting the urgent need for a coordinated international approach to pandemic prevention and management. As negotiations for a new WHO pandemic treaty progress, the effective integration of animal welfare is crucial. This paper aims to investigate the perspectives of key civil society organizations on the integration of animal welfare provisions into the pandemic treaty. Through a thematic analysis of documents prepared by FOUR PAWS, Wildlife Conservation Society, and Action for Animal Health between 2020–2023, five major themes are identified: prevention of zoonotic spillover, One Health approach, animal health systems and infrastructure, sustainable and ethical animal management practices, and policy coherence and governance. A comparative analysis of these themes against the April 2024 draft of the pandemic treaty reveals areas of alignment and divergence. Due to the ongoing controversies and the need for further improvements, the WHO's intergovernmental negotiating body was unable to finalize the treaty text for the 77th World Health Assembly in May 2024, leading to an extended mandate until 2025. Based on the findings, the paper proposes recommendations to strengthen the integration of animal welfare into the treaty, arguing that incorporating these recommendations is critical for developing a transformative, equitable, and effective treaty that addresses the systemic drivers of pandemic risk.

Big Data Analytics And Predictive Analysis In Enhancing Customer Relationship Management (CRM): A Systematic Review Of Techniques And Tools

This systematic review examines the transformative role of big data analytics and predictive techniques in Customer Relationship Management (CRM), focusing on how these advancements enhance customer engagement, satisfaction, and retention strategies. Adhering to the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) guidelines, this review analyzed a final selection of 100 articles, exploring CRM applications such as predictive modeling, real-time data processing, data integration, and Natural Language Processing (NLP). Findings indicate that predictive analytics enables CRM systems to anticipate customer behaviors and personalize interactions, while real-time data processing supports immediate responses to customer needs, essential in high-demand sectors. Data integration helps overcome silos, creating a cohesive customer view that enhances personalized engagement across all touchpoints. NLP applications, including sentiment analysis and chatbots, further improve CRM by fostering empathy and responsiveness in customer interactions. Despite these advancements, challenges related to data privacy and regulatory compliance remain central, necessitating strict data protection and ethical handling practices. This review underscores that while CRM technology is evolving to meet modern demands, effective implementation depends on a balance between technical innovation and adherence to ethical standards in data management, ultimately fostering meaningful and sustainable customer relationships.

A INTELIGÊNCIA ARTIFICAL COMO FERRAMENTA DE EFICIÊNCIA NA ADMINISTRAÇÃO PÚBLICA

The article “Artificial Intelligence as a Tool for Efficiency in Public Administration” explores the growing role of AI in optimizing government operations and improving the delivery of public services. Focusing on AI’s capabilities to process and analyze large volumes of data, the article discusses how this technology can be used to enhance efficiency, transparency, and responsiveness in government services. The text highlights several key applications of AI in public administration, including large-scale data analysis and processing, automation of bureaucratic processes, and customization of services to citizens. These technologies, equipped with machine learning and natural language processing, enable better resource management, faster citizen service, and more efficient operations less susceptible to human errors. Beyond the benefits, the article also addresses the challenges associated with implementing AI in the public sector, such as technical, ethical, and privacy issues. Concerns about algorithmic bias, data quality, and integration with legacy systems are discussed in detail. The article emphasizes the need for robust policies and adequate training for public employees as essential for successful AI integration. Finally, the discussion concludes with the view that while AI has the potential to significantly transform public administration for the better, a careful and regulated approach is vital. The success of this integration depends not only on technological advancements but also on a commitment to ethical practices and the development of public policies that guide its responsible use.

The Influence of Financial Literacy and Islamic Business Ethics on Investment in Islamic Financial Instruments: The Mediating Role of Risk Attitude and the Moderating Role of Religious Knowledge

Current challenges in the Islamic banking sector highlight the urgent need to understand the factors influencing ethical and informed investment decisions. This study aims to analyze the impact of financial literacy and Islamic business ethics on investment in Islamic financial instruments, focusing on the mediating role of risk attitude and the moderating role of religious knowledge. Data were collected through a primary method by distributing questionnaires to 300 bank customers and students in Aceh, Indonesia. The model employed is Structural Equation Modeling-Partial Least Squares (SEM-PLS) using Smart PLS software. The findings reveal that financial literacy significantly positively impacts investment decisions and risk attitudes. Islamic business ethics also significantly influence both investment decisions and risk attitudes. Religious knowledge positively affects investment decisions, while risk attitude has a positive impact on investments. However, the moderating effects of risk attitude and religious knowledge on investment are not significant. Risk attitude serves as a crucial mediator in the relationship between financial literacy and investment, as well as between Islamic business ethics and investment. The study underscores the importance of financial literacy, Islamic business ethics, religious knowledge, and risk attitude in shaping investment behavior in the Islamic finance sector, and highlights the need for integrating ethical practices to enhance investment outcomes.

Ethical practice in participant-centred linguistic research

Abstract This article outlines ethical principles for ‘participant-centred linguistic research’ (PCLR), a term we coin to incorporate a range of linguistic research approaches that place importance on the involvement of participants. Linguistics, as a field, has strengthened its focus on participant-centred and socially situated research, recognising the value of better understanding our participants’ practices and linguistic knowledge. However, this also brings ethical challenges for our research practice. Drawing on three differing UK-based case studies from the authors’ own work, the article explores complex issues that can arise during PCLR and establishes four key principles that cut across our varied experiences. Firstly, we address participant consent and confidentiality, establishing the principles: 1. Informed consent and ethics protocols are dialogic processes and 2. Expectations around confidentiality and anonymity can shift during a project. Secondly, we address our research relationships with participants, our key principles being: 3. The researcher-participant relationship is complex and variable and 4. Close attention must be paid to power dynamics within the research setting. Ultimately, we argue that the human interactions and relationships involved in PCLR mean research may inevitably be somewhat unpredictable; researchers therefore need an understanding of the ethical parameters of their practice to navigate these complexities.

Are Good Deeds Rewarded?—The Impact of Traditional Morality and Modern Responsibility on Green Innovation

The essence of intergenerational sustainability emphasizes the necessity of incorporating altruistic thinking and culture. While prior studies primarily examined corporate innovation strategies from a self-interested lens, this paper aims to investigate the drivers of corporate green innovation from an altruistic perspective. Analyzing a sample of Chinese A-share listed companies from 2011 to 2019, we employ both the OLS model and the mediation effect model to explore how traditional morality and modern responsibility impact corporate green innovation, as well as the mechanisms underlying this relationship. Our findings reveal that both traditional morality and modern responsibility significantly enhance corporate green management innovation, with social trust serving as a key mediating factor. Furthermore, traditional morality and modern responsibility play distinctive roles depending on the stage of economic development: traditional morality primarily influences green innovation in the early stages of economic development, whereas modern responsibility becomes more influential as development progresses. This study provides meaningful insights for research and practice in corporate sustainability, business ethics, and innovation strategy.

ESTUDO DA INTEGRAÇÃO DE INTELIGÊNCIA ARTIFICIAL (IA) EM SISTEMAS DE RECOMENDAÇÃO (SR): REVISÃO BIBLIOGRÁFICA

This study investigates the integration of Artificial Intelligence (AI) in Recommendation Systems (RSs), highlighting its impact on the personalization and efficiency of recommendations in diverse digital environments. Through a literature review, the main AI techniques applied to RSs, such as machine learning and neural networks, were analyzed, along with their effects on improving accuracy and real-time adaptation to user preferences. Additionally, ethical challenges associated with AI implementation, such as privacy, algorithmic bias, and transparency, were explored to promote a more responsible and inclusive approach. The results indicate that while AI has the potential to significantly enhance the effectiveness of RSs, it is essential that the development of these technologies is balanced with ethical practices that ensure fairness and diversity in recommendations. This study provides valuable insights for researchers and developers aiming to improve RSs and address the ethical complexities of mass personalization.