“Human-Centric” For Whom, By Whom, For What? From Corporate Rhetorics to Ethical Critique

A human-centric perspective is increasingly invoked in digital transformation research as an essential ethical approach, offering a narrative of caring for the human. Yet, the extent to which IS scholars scrutinize for whom, by whom, and to what end, a human-centric perspective is taken on is bounded by corporate goals. This commentary argues that by embracing a human-centric perspective without scrutinizing its institutional functions, IS scholars risk reinforcing dominant corporate logics rather than challenging them. As such, this piece reflects on how human-centricity is enacted in practice, functioning as a rhetorical device where human needs are acknowledged only when they support performance goals, and critique is diffused through the limits of scholarly definitions of digital transformation. This commentary calls for IS researchers to redefine what constitutes the success of digital transformation when taking on a human-centric perspective, and to critically analyze who and what counts as human in a human-centric perspective. By doing so, IS research can move beyond rhetorical compliance and toward more critical engagement with the ethical dynamics of digital transformation.