Debates on generative artificial intelligence (GenAI) in qualitative research focus on methodological utility versus epistemological harm. We reframe the issue from conditions of use to conditions of production , arguing GenAI’s foundation in exploitative digital labor and geopolitical inequality presents a more fundamental ethical challenge for business and society scholars, who risk complicity in these extractive systems. We outline several pathways through which scholars and institutions can engage GenAI more responsibly.
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Banday et al. (2026) studied this question.
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