The thin line between efficiency and empathy: ethical challenges of Ai-driven communication in modern business

Abstract

The article presents a comprehensive study of ethical challenges arising in the process of implementing generative artificial intelligence systems in the field of corporate communications. The main goal of the work is to substantiate a normative model that allows combining the technological efficiency of intelligent algorithms with the moral principles of modern business. The study analyzes the transformation of the communication paradigm through the prism of classical ethical concepts, in particular, the deontology of I. Kant, the utilitarianism of J. S. Mill, and the ethics of Aristotle's virtues, which allowed us to determine the philosophical principles of the ethical use of artificial intelligence in organizational interactions. As a result of the study, key risks associated with the use of algorithmic communications were identified and systematized. Among them, special attention is paid to the phenomena of "digital dishonesty", "blurred responsibility" and insufficient transparency of the use of AI. Based on the conceptual analysis of the interaction "human - algorithm - human", three main ethical threats are identified: the transparency gap when disclosing the fact of using artificial intelligence, algorithmic bias in automated messages, and the risk of reducing the authenticity of professional relationships in the corporate environment. Additionally, the socio-psychological effect of the so-called "scenario empathy" that occurs when emotions are simulated by algorithms is studied, and it is proven that the commercialization of artificially simulated emotions can negatively affect the long-term social capital of enterprises. The paper proposes a matrix for distributing responsibility for the ethics of using artificial intelligence at different stages of its life cycle, and also substantiates the concept of "Augmented Intelligence" as an optimal balance between complete automation of communications and excessive technological conservatism. Particular attention is paid to the normative model "Empathy-First", which assumes the priority of human empathy and moral control over algorithmic decisions. The practical significance of the study lies in developing recommendations for corporate governance systems and HR departments to support ethical integrity of communications in the process of digital business transformation. Overall, the proposed approach can serve as a strategic framework for organizations that seek to combine innovative technologies with trust and responsibility in relations with stakeholders.