M. Miftach Fakhri, Devi Miftahul Jannah, Andika Isma, Hajar Dewantara, Nirmala S. Aprilianti
The rapid evolution of Artificial Intelligence (AI) has brought about significant changes across various sectors, including healthcare, finance, and criminal justice, presenting both remarkable opportunities and complex ethical challenges. As AI becomes increasingly embedded in decision-making processes, concerns about individual rights, social equity, and public trust grow, particularly in high-stake contexts. These ethical implications underscore the critical need for robust frameworks that emphasize AI transparency, accountability, and fairness to mitigate risks such as bias and ensure responsible usage. Despite the increased focus on ethical AI practices, a considerable gap remains in the understanding of how these frameworks impact societal perceptions and behaviors toward AI. This study seeks to address this gap by investigating the effects of ethical AI practices, specifically transparency, accountability, and fairness, on public perceptions and behaviors. The study employs a quantitative approach using purposive sampling to select a sample of AI-knowledgeable participants and analyze the data using Partial Least Squares Structural Equation Modeling (PLS-SEM). This methodological approach allows for detailed exploration of the relationship between ethical AI practices and societal impacts. Additionally, this study examined the mediated pathways through which these ethical practices influence AI’s societal and behavioral impacts, hypothesizing that transparency and accountability foster trust and positive engagement. By developing a framework that aligns ethical AI practices with societal values, this study aims to advance the broader goals of societal trust, public acceptance, and sustainable social integration of AI technologies. These insights contribute to a growing body of knowledge on responsible AI deployment, support ethical alignment in diverse AI applications, and promote the trustworthiness of AI-driven systems. © 2025, PT Mattawang Mediatama Solution. All rights reserved.
Universitas Negeri Makassar, Makassar, Indonesia
