Towards Responsible Research and Business Practices Through Ethical AI

Abstract

Artificial intelligence (AI) is transforming not only scientific research, but also business practices, particularly in emerging economies such as Morocco. However, this rapid adoption raises ethical and governance issues that directly affect research institutions and businesses. Regulating AI has therefore become essential to ensure transparency and social responsibility. This study aims to explore the perceptions, risks, and ethical needs related to the use of AI in business practices and scientific research in the Moroccan context. A qualitative study was conducted based on semi-structured interviews with Moroccan stakeholders in science and industry. The results reveal high expectations for ethical regulation and the establishment of participatory standards, which are likely to strengthen trust in both research and business environments. Drawing on international guidelines and the ETHNA model, the study proposes a governance framework adapted to the context, promoting inclusive and responsible scientific innovation while guiding companies towards sustainable and ethical AI.