What question did this study set out to answer?

This research explores how ethical leadership and virtue ethics guide the implementation of generative AI in organizational contexts. It aims to elucidate the relationship between ethics and technology in driving successful AI adoption.

June 17, 2026

The behavioral ethical lens of generative AI application in organizations: from corporate reputation, leadership, and technological sustainability perspectives

Key Points

This research explores how ethical leadership and virtue ethics guide the implementation of generative AI in organizational contexts. It aims to elucidate the relationship between ethics and technology in driving successful AI adoption.
Developed a conceptual framework based on normative ethical theory and dynamic capability theory.
Collected data from 335 respondents to analyze organizational perceptions related to generative AI performance.
Utilized structural equation modeling for data analysis.
Ethical leadership rooted in virtue ethics enhances employee trust and internal reputation, leading to responsible AI adoption.
Dynamic organizational capabilities align ethical governance with AI implementation, improving perceived AI performance in customer service.
Findings suggest that strategic leadership and ethical oversight are critical for maximizing generative AI's value in organizations.

Abstract

Purpose The rapid expansion of generative artificial intelligence (AI) is reshaping organizational processes and competitive dynamics across industries. Although scholarly interest in AI adoption is increasing, there remains a lack of research on how ethical leadership and technological sustainability affect organizational outcomes related to generative AI. This study investigates the role of virtue ethics in guiding the implementation of generative AI in HR-driven customer service contexts and examines how leadership perspectives influence the responsible and sustainable adoption of technology. Design/methodology/approach This study draws on normative ethical theory and dynamic capability theory to develop a conceptual framework explaining how ethical leadership and organizational capabilities influence perceptions of generative AI performance. The research analyzes the mechanisms by which virtue-based ethical considerations and leadership-driven governance practices support the effective and responsible deployment of generative AI technologies. Data were collected from 335 respondents, and analysis was conducted using structural equation modelling. Findings The study indicates that ethical leadership grounded in virtue ethics is essential for fostering responsible generative AI adoption by strengthening employee trust, enhancing internal reputation, and supporting sustainable technology integration. Additionally, dynamic organizational capabilities enable the alignment of ethical governance with technological implementation, thereby improving perceived generative AI performance in HR-supported customer service environments. Originality/value This research advances the literature on generative AI adoption by integrating virtue ethics and dynamic capability perspectives to explain how ethical governance and leadership influence AI-enabled organizational outcomes. The study underscores the significance of strategic leadership, ethical oversight, and sustainable technology management in maximizing the value that generative AI generates within organizational contexts.

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Cite This Study

Chatterjee et al. (Mon,) studied this question.

synapsesocial.com/papers/6a323bbcd50b63ecad206352 https://doi.org/https://doi.org/10.1108/sl-03-2026-0125

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