Abstract
Advancements and usefulness of artificial intelligence (AI) have been transforming the ways in which companies reach decision making and ethical adherence in competitive market. This study has focused on secondary data collection and thematic analysis for developing understanding about the mitigation of bias and transparency in the use of AI technologies. This study has been responsible for stating about different methods that has been used for gaining proper outcomes. Apart from that, preparation of thematic analysis has been effective to reach the research objectives effectively. Finally, this study has also established strategic recommendations through which organisation scan imply proper ethical principles for better utilisation of AI technology.
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