Human Centered Ethical Approach to Designing and Implementing Artificial Intelligence

Student thesis: Doctoral Thesis


While AI is believed to be a panacea, increasingly negative effects of AI-based technology are beginning to appear. In the last twenty years AI-based technology has developed at a pace not seen before. On our wrists, in our homes and our hands, AI-based technology is everywhere, and it is loaded with AI software. This development has outpaced interdisciplinary work and ethics development. AI is such a complex concept that it is easy to see misconceptions of the technology
by specialists and non-specialists. Philosophical theory, despite being a cornerstone of ethics and human research has become marginalised to the point that some philosophers believe the machines are coming to get us. This type of misconception fuels public fear and lack of risk awareness, understanding and trust.
This thesis explores the way in which, in the field of AI and rapidly developing technology, marketing, sales and desire for power can cause mistrust, inappropriate emotional attachment and damage to society. In investigating such areas as the educational system and practitioners’ testimony we start to see some startling gaps in user knowledge, practitioner understanding and use by policy. In exploring policy at an even deeper level the basics of leadership and technical
knowledge are exposed as inadequate for basing decisions on AI output that affect the whole of society. Exploring anthropomorphism and dehumanisation in significant detail illuminates how the fields of marketing, psychology, sociology, technology and philosophy can work together to reverse and prevent further technological harm to society and individuals, especially to those who are vulnerable.
The current thesis follows a compilation style1 2. It consists of a selection of published papers and papers in review. Thus, in addition to the introduction and general conclusion, the thesis consists of seven papers that explain and provide evidence of the complex and versatile nature of interdisciplinary factors in regard to development, implementation and societal effects of AI, and their potential to affect perception and human belief systems.
Individually, the papers examine specialised areas and pull together the research into an interdisciplinary and over-arching theme. In contrast, prior literature has struggled to bridge the gap between what would be considered humanities and science. This critical gap is the focus of this thesis.
Date of Award3 Oct 2022
Original languageEnglish
Awarding Institution
  • University of Portsmouth
SupervisorAlexander Gegov (Supervisor), Ella Haig (Supervisor) & Peter Bednar (Supervisor)

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