Perceptions of artificial intelligence (AI) professionals in South Africa on the ethical implications of AI

Abstract

This research explores the ethical implications of artificial intelligence (AI) adoption in South Africa, focusing on the private sector. Using a qualitative approach rooted in interpretivism and guided by thematic analysis, data was collected through semi-structured interviews with industry professionals. The study aimed to uncover how AI professionals perceive and respond to ethical considerations in the design and deployment of AI technologies across various industries. Key ethical challenges identified include algorithmic bias, lack of transparency, data privacy concerns, and unequal access to AI technologies. Participants highlighted inconsistencies in ethical awareness, an absence of formalised guidelines, and a gap between personal values and institutional priorities. The study also found that regulatory ambiguity and profit-driven goals often overshadow ethical intentions, despite professionals recognising the societal impact. The research proposes practical recommendations, including the establishment of inclusive AI regulatory frameworks, structured ethics training for developers, and the development of transparent governance models tailored to the South African context. These findings contribute to a deeper understanding of responsible AI integration and provide a foundation for future policy, education, and industry-wide ethical standards.