The rapid and continuous development of artificial intelligence (AI) and its integration into nearly all domains have led to increased efficiency and the potential for significant economic, social, and technological advancements. At the same time, this development raises complex ethical issues and questions of responsibility related to the use of AI. This paper examines various aspects of AI application, with particular emphasis on ethical and societal challenges. The aim of the study is to identify, systematize, and compare key ethical issues and responsibility-related aspects of AI use in higher education, marketing, and management, as well as to indicate directions for future research. The literature review was conducted using the PRISMA methodology and includes scientific articles published between 2020 and 2025. The paper highlights the importance of integrating ethical principles into the process of AI deployment in order to minimize risks and maximize the benefits of AI. Issues of ethics and responsibility in the use of AI should remain a central focus of future research in the further development of this technology.
Nikolić et al. (Thu,) studied this question.