As generative AI disrupts industries and redefines productivity benchmarks, ethical concerns are no longer hypothetical. They’re showing up in boardrooms, headlines and product roadmaps. Senior leaders must confront these risks head-on. A recent EY study found that 61% of leaders report increased interest in responsible AI, yet many still lack the frameworks to act on it. The real question is not whether AI will revolutionize the world. It already is. The real question is: How do we ensure its impact is responsible?
Responsible AI isn’t a compliance checkbox. It’s a strategic advantage. Companies that lead with ethics will earn long-term trust, reduce risk and build more resilient, inclusive AI products. While AI’s complexities may seem daunting, we all share responsibility for its use and its societal impact. From tech leaders to engineers to decision-makers, responsible AI isn’t just about the technology — it’s about the people behind it. AI can drive significant productivity gains, but we must ensure it doesn’t erode the trust and relationships that underpin our interactions. As technology evolves, so must our conversation around its ethical use. It’s our collective responsibility to ensure that AI’s impact is both positive and ethical.
AI is like a compass: When properly calibrated, it guides us toward new opportunities. But if misaligned, it can lead us astray. Senior leaders must steer the way, ensuring AI stays on course with ethical principles, while guiding teams toward positive outcomes. Ethical AI is a shared responsibility. Everyone—from engineers to decision-makers—must collaborate to ensure AI serves the greater good.
Here’s how:
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Keep AI Ethics on the Map
AI ethics should be an ongoing conversation, not a one-time discussion or a task for only a few individuals. As technology evolves, so do its ethical implications. Therefore, the conversation must stay active at all levels of the organization. Whether AI is used in operations or customer-facing tools, everyone should be engaged. Encourage open dialogue about AI’s impact on individuals and society, and ensure ethics are incorporated into decision-making. According to PwC’s 2024 US Responsible AI Survey, 73% of executives use or plan to use AI or GenAI technologies, but only 58% have assessed AI-related risks. This underscores the need for continuous engagement with AI ethics as both the technology and its implications evolve.
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Set Clear Ethical Boundaries
Responsible AI is no longer optional. Ethical guidelines — fairness, privacy, accountability and transparency — must guide every AI-related decision. These principles protect your organization while contributing to the greater good. Leverage existing toolkits from companies prioritizing fairness to address biases from the start. These resources help ensure AI applications are equitable, ethically grounded and aligned with human values, unlocking AI’s full potential.
For example, GovEx, the City and County of San Francisco, Harvard DataSmart and Data Community DC created a risk management framework to help governments and other stakeholders understand algorithm risks and implement mitigation strategies. While this may not be the guide for your business, find one that suits your needs.
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Guide with Integrity and Uphold Accountability
Ethical AI starts at the top and filters down through every level of the organization. Leaders in technology, business and engineering must prioritize ethics in every phase of AI deployment. Encourage teams to consider the societal and human impacts of AI, ensuring that responsible AI becomes part of your company’s culture. When leadership places a premium on ethical AI, it creates a foundation for a culture of responsibility, ensuring AI benefits not just the organization and its customers but society as a whole.
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Steer Away from AI Bias
AI bias remains one of the most pressing ethical challenges. Whether you develop, deploy, or oversee AI, it’s your responsibility to ensure fairness and transparency. Regular audits and monitoring are critical to identify and prevent biases before they cause harm. Addressing AI bias isn’t just good practice—it’s a shared responsibility. For example, at the company I work for, Freshworks, we prioritize fairness through data anonymization and performance checks to identify biases before they affect users. This proactive approach helps maintain trust and ensures AI enhances human interactions rather than undermining them.
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Chart the Course Together
AI ethics requires collaboration. Its global impact demands cooperation across industries and sectors. Organizations like the National Institute of Standards and Technology (NIST) are already leading the way. Its AI Safety Institute Consortium (AISIC) brings together companies to help shape standards and policies for responsible AI.
Consider contributing through startup-focused and government-specific working groups, helping formulate responsible AI policies from the ground up. By engaging in local boards, national initiatives and global consortia, tech leaders can share knowledge, set joint standards and influence the evolving regulatory landscape. Together, we can build a global framework where AI serves society as a whole—not just a select few.
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Stay Aligned for Ethical AI
AI’s rapid evolution calls for ongoing commitment from all stakeholders. Whether you’re a leader, engineer, or decision-maker, ethical AI development is everyone’s responsibility. While there’s no single solution, staying engaged in the conversation and taking actionable steps will ensure AI benefits humanity. Just like a compass needs constant calibration, we must remain proactive and collaborative to ensure AI is used ethically.
Organizations that treat ethical AI as a business imperative — not just a moral one — will earn the trust that fuels long-term growth. Where does your company stand?
