This paper examines the ethical considerations and societal implications of AI adoption by small and medium enterprises (SMEs) in emerging markets. Drawing on Stakeholder Theory, Diffusion of Innovation, and the Technology- Organization-Environment framework, it proposes a comprehensive conceptual model that places ethical principles, fairness, accountability, and inclusivity at its core. The discussion highlights the complex interplay of technological, organizational and societal dimensions, illustrating how AI can enhance competitiveness while potentially exacerbating inequalities and raising privacy, bias and transparency concerns. By integrating ethical and societal factors into a single framework, this study addresses a critical gap in current research, offering guidance for SME leaders, policymakers and researchers. The propositions suggest that ethical leadership fosters stakeholder trust, and that inclusive policies are essential to prevent AI-driven inequalities. This framework can serve as a roadmap for responsible AI adoption, informing capacity-building initiatives, regulatory guidance and future empirical studies. Ultimately, the paper invites further research to validate and refine its concepts and to explore cross-industry and cross-regional variations, ensuring that AI’s benefits are realized while mitigating its ethical and societal risks.
Dinko Herman Boikanyo (Thu,) studied this question.