Ethical Dilemmas in Business: Firestone Case Study Analysis Report

This report provides a detailed analysis of the ethical dilemmas presented in the Firestone case study. The report examines various ethical issues, including legal factors such as data breaches, intellectual property theft, and concealing information. It also explores professional issues like information security, leadership style, appropriating data, inappropriate behavior, cloning a business, unappreciative attitudes, unfair work opportunities, inaction, dishonesty, and lack of fairness. Furthermore, the analysis considers personal factors such as retribution, personal relationships, and hiding information, as well as intrinsic factors like childhood experiences. The report prioritizes these ethical issues, discusses them using relevant ethical theories, and concludes with learning outcomes related to technology ethics, the ethical technologist, habits of effective technologists, the ACS Code of Professional Conduct, ethical issues of the information age, thinking machines, the common denominator, and AI and human potential. The report aims to provide a comprehensive understanding of the ethical challenges faced in the case study and highlight important considerations for ethical conduct in professional settings.

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Assignment Part 2: Analyzing Ethical Dilemmas
Student Name
Student Code
Subject Name
Subject Code

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CONTENTS
1. Introduction...............................................................................................................................4
2. Analysis.....................................................................................................................................5
2.1 Legal Factors..........................................................................................................................5
2.1.1Factor 1- Data breach........................................................................................................5
2.1.2 Factor 2- Intellectual copyright........................................................................................5
2.1.3 Factor 3- Concealing information....................................................................................5
2.2 Professional Issues.................................................................................................................6
2.2.1 Factor 4- information Security.........................................................................................6
2.2.2 Factor 5- Leadership style................................................................................................6
2.2.3 Factor 6- Appropriating data............................................................................................6
2.2.4 Factor 7- Inappropriate behavior......................................................................................7
2.2.5 Factor 8- Cloning Business..............................................................................................7
2.2.6 Factor 9- Unappreciative attitude.....................................................................................8
2.2.7 Factor 10- Unfair work opportunities..............................................................................8
2.2.8 Factor 11- Inaction...........................................................................................................8
2.2.9 Factor 12- Dishonesty......................................................................................................9
2.2.10 Factor 13- Fairness.........................................................................................................9
2.2.11 Factor 14- Whistleblowing...........................................................................................10
2.3 Personal factors....................................................................................................................10
2.3.1 Factor 15- Retribution....................................................................................................10
2.3.2 Factor 16- Personal relationships...................................................................................10
2.3.3 Factor 17- Hiding Information.......................................................................................11
2.4 Intrinsic factors....................................................................................................................11

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2.4.1 Factor 18- Childhood.....................................................................................................11
2.5 Prioritisation.........................................................................................................................11
2.6 Decision...............................................................................................................................12
3. Analysis Discussion................................................................................................................13
4. Analysis Conclusion...............................................................................................................13
5. Learning outcomes of this course...........................................................................................14
5.1 Technology Ethics...........................................................................................................14
5.2 The ethical technologist..................................................................................................14
5.3 Habits of the Effective Technologist..............................................................................15
5.4 ACS Code of Professional Conduct................................................................................15
5.5 Ethical Issues of the Information Age.............................................................................16
5.6 Thinking Machines.........................................................................................................16
5.7 The Common Denominator............................................................................................17
5.8 AI and Human Potential..................................................................................................17
6. References...............................................................................................................................19

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INTRODUCTION
The case study presents some crucial ethical issues and dilemmas confronted by the main
characters involved. Richard is the owner of Firestone- a company dealing with promotional
offers and campaigns for customers, alongside profit-making services like selling customer lists
and demographic details. Reaper is a new division formed by Firestone, of which Alex is the
project manager and Sophie is a hired independent consultant. The study highlight a series of
problems for Richard, the owner of Firestone, as a result of the decisions taken by Alex and
Sophie against their moral and ethical conduct.
The report will use the Ethical Decision Model (EDM)4 to analyze the ethical challenges
presented in the given case study. The analysis will be followed by prioritizing the identified
ethical issues and concerns and discussing the presented analysis with relevant ethical theories
and concepts. The final part of the report highlights the learning outcomes from the case study
analysis.

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1. ANALYSIS
2.1 LEGAL FACTORS
2.1.1FACTOR 1- DATA BREACH
As a result of lax data security at Firestone, Alex was able to copy all company information and
data. Sophie was the designated consultant of Reaper and Alex used her to his advantage in order
to steal private and confidential organizational data that included customer and client databases,
the functional version of Reaper, and other materials that the company had worked on over the
years. This is not solely a breach of security through unauthorized data collection but also
dishonored confidentiality. According to the ACM code of ethics, computing professionals are
required to honor privacy and confidentiality with respect to organizations interests, activities,
stakeholders, clients, and customers1.
2.1.2 FACTOR 2- INTELLECTUAL COPYRIGHT
Stealing Firestone’ confidential data and information creates an intellectual copyright issue,
where professionals cannot use unreasonable and unethical means to steal, own or claim
someone else’ work as their own. As such, any private information that is made accessible, in
this case, Alex had access to all of Firestone’s data and information, was misappropriated by
Alex in starting his new ad agency. This is a major legal breach that has resulted from Alex’s
immoral and unethical conduct in the organization. Stealing information is a moral principle that
professionals are required to refrain from, as the same end up in an extreme form of professional
and legal misconduct2.
2.1.3 FACTOR 3- CONCEALING INFORMATION
As Alex breached company contracts with respect to privacy and honor of data and information,
Sophie decided to not disclose any information about the same. Instead, she moved to Perth for a
fresh start, while Richard (the owner of Firestone) already had a legal notice out for both Alex
and Sophie for contract breach. Legal action can be taken against Sophie solely for concealing
sensitive information such as this, regardless of whether she was directly or indirectly involved

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in the crime1. While Sophie’s conscience was clear about not getting involved in the act, at the
same time her clouded decision of not informing anybody about it will create a series of legal
challenges for ethical misconduct and misbehavior.
2.2 PROFESSIONAL ISSUES
2.2.1 FACTOR 4- INFORMATION SECURITY
As Alex was easily able to access the functional version of Reaper from Sophie and all company
data, the same highlights problems with the organization's ability to protect and secure
confidential information. Securing the privacy and confidentiality of crucial data and information
is imperative to each and every organization and must be regulated and governed by the
professional code of conduct and ethics of that organization. In the case of Firestone, neither the
stakeholders nor the owner (Richard) laid much emphasis on data protection and security, which
ultimately led to an authorized employee like Alex to steal and appropriate the company’s data
as his own2.
2.2.2 FACTOR 5- LEADERSHIP STYLE
While Alex and Sophie are having a conversation, Alex points out that Richard is a mean leader
and practices an egotistical leadership style. Both Sophie and Alex were dissatisfied due to the
lack of appreciation they received from Richard for the amount of hard work and effort they put
into meeting deadlines and achieving goals. Therefore, Richard’s leadership eventually instigated
his employees to turn against him, creating unfavorable events. Every leader must aim for a fair
and equal workplace that is equally appreciative and rewarding for employees3. Richard’s
attitude towards his employees not only created an unfavorable work environment but also
created professional, legal and ethical problems for them as well as for the organization.
2.2.3 FACTOR 6- APPROPRIATING DATA
A lack of stringent and fair organizational policies and rules cause dissatisfaction among
employees, which is true in the case of Firestone and Alex’s unethical and immoral conduct
within the organization. Alex was not an honest individual. However, the lax in data security and

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other organizational values and goals led to Alex effortlessly stealing data, information, and
clients from the company1. The stakeholders and owners should have been more thoughtful
about protecting the integrity of the company by focusing on organizational policies that offer
fair opportunities to employees.
2.2.4 FACTOR 7- INAPPROPRIATE BEHAVIOR
Alex and Sophie became involved in a romantic relationship, despite the same being considered
inappropriate and is a breach of professional conduct. Additionally, Alex’s wrong intentions
behind getting into a relationship with Sophie had greater repercussions for Sophie, where she
had to leave the city and start afresh. Employees not causing harm to others, either intentionally
or unintentionally, comes from the idea of lifting others in a workplace and that employees must
focus on the professional development of everybody around them2. Alex’s intentions caused
problems for Sophie in her career, where she had to settle for a lower-salary job to make ends
meet. On one hand, where Sophie was initially finding it difficult to get a job because of the bad
image caused by the Firestone incident, on the other hand, Alex was enjoying the benefits and
profits from his new ad agency, making Sophie feel used and betrayed.
2.2.5 FACTOR 8- CLONING BUSINESS
Alex and Sophie start their new ad agency by keeping it as confidential as possible and progress
with their plans of running the agency on the competencies of Firestone. Alex stealing
intellectual property, data and information from Firestone in order to get his new agency up and
running is not only legally wrong but also misinforms people about Alex’s or his new ad
agency’s competency. Additionally, Alex acquires past and present clients of Firestone, which
creates an ethical challenge for Alex as whatever he is showing to clients is not truly his or his
company’s work. Presenting somebody else’s work or competency as one’s own and earning a
livelihood by harming the reputation and dignity of another individual or organization defines a
moral compass in this situation, in which Alex clearly fails. He clones Firestone’s business. The
success, skills, and competencies thus possessed by his ad agency are merely a misrepresentation
of Firestone’s skills and competencies.

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2.2.6 FACTOR 9- UNAPPRECIATIVE ATTITUDE
Unappreciative attitude towards employees not only instigates them to resort to unfair means for
equal and fair opportunities but also neglects the code of conduct and ethics that employers must
practice to take care of their employees. Taking care of employees and focusing on creating a
fair and equal workplace for skills and opportunities is imperative, especially to deal with
whistleblowing that occurs in organizational environments. The owner of Firestone, Richard,
was never appreciative towards his employees. Instead, Alex and Sophie realized his negligent
attitude towards employees, which resulted in them becoming demotivated and disloyal to
Richard and the entire company. According to ACWA (2017), regular performance appraisals
and rewards for the staff are a mandate for employers, which further define ethical and rational
behaviors and attitude towards everybody working in the organization.
2.2.7 FACTOR 10- UNFAIR WORK OPPORTUNITIES
Once Alex’s new ad agency was up and running, he was facing problems with the company’s
cash flows and therefore, decided to hire interns and get them to work for free. This is an
example of a moral behavior and conduct defined by the Rule Utilitarianism theory, where the
interns were skilled and efficient but were unable to get ahead in their careers or lives while
working with Alex. Due to the widespread notion of free internships offered to students, Alex
exploited the conduct and rule with his immoral and unethical attitude. He did not pay the interns
for over a year and threatened to terminate the interns for the company if they asked further
questions about their salaries and career. Alex assumed that his decision was right only because
everybody else thinks it is right to make interns work without paying them, however, it is only an
example of the unfair and unequal treatment of interns as a valuable resource to the organization.
Alex had not paid eight interns who were hired and continued to treat them unfairly without
providing them with adequate opportunities or any money to advance their careers3.
2.2.8 FACTOR 11- INACTION
Tolerating evil nature, attitudes, and activities of those working with and around is a form of
inaction or indifference that gauges the morality and ethical behavior of a person. In this case,

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Sophie remains indifferent to when Alex initially proposes the idea of his new ad agency. Sophie
felt uncomfortable, yet did not act further on it and decided to go ahead with Alex. Much later,
when Sophie became clearer about the evil attitude and intentions of Alex on breaching contract
and intellectual copyrights issue, she decided to break up with Alex but still did not utter a word
to anybody. Instead, she moved to Perth to start a fresh life, tolerating the grief, betrayal, and
heartbreak caused to her by Alex. While Sophie’s inaction does not create any legal or
professional challenges in the given scenario, the same can be seen as an immoral and unethical
behavior by Alex, which caused harm and grief to someone else working with him. As opposed
to whistleblowing, Sophie could have mended the situation by taking the matter forward to
someone with higher authority in the organization.
2.2.9 FACTOR 12- DISHONESTY
According to the ACS Code of Professional Conduct2, honest shall not be breached with clients,
customers, stakeholders, or employees of the organization. Alex is being dishonest with his
clients by charging them at low prices, and increasing the prices once the project is progressing.
This is not only misleading clients but also unethical professional conduct that can harm Alex’s
career and future. Additionally, cloning Firestone’s business by stealing intellectual property
such as data, information, artwork, client lists, etc. interfered with the kind of integrity and
honesty that is required from a professional at different organizational levels. Alex never offers
realistic pricing to his clients, which is a negative mark on his professional conduct of being
honest and true to the stakeholders, clients/customers, and employees of an organization.
2.2.10 FACTOR 13- FAIRNESS
Lack of fairness and equality in workplace opportunities is observed in Alex’s new ad agency,
where the interns have not been paid for over a year and yet, they continue to work for Alex.
Alex has been able to exercise control, power, and authority over his employees. However, not
having paid attention to treating employees with equality and fairness, his interns gradually
become dissatisfied with the job that causes a negative impact on the company, such as
retribution or whistleblowing by employees.

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2.2.11 FACTOR 14- WHISTLEBLOWING
An unfair workplace resulted in a bunch of dissatisfied and unhappy interns. Thus, Alex’s interns
involved in whistleblowing confidential and inside information to Richard, who was waiting to
seek a form of revenge on Alex who caused losses worth millions of dollars for Firestone. Even
after the interns discussed their problems and concerns with Alex, he never paid heed to them
and instead, continued to ill-treat his interns for years. In the end, whistleblowing practices by his
agency’s interns will help Richard with the vengeance that he is looking for, resulting in a
number of legal challenges and professional issues for Alex in the future.
2.3 PERSONAL FACTORS
2.3.1 FACTOR 15- RETRIBUTION
Unhappy with Richard’s unappreciative behavior, Alex and Sophie's act of retribution was to
steal the company’s crucial and confidential data and start their own ad agency on the reputation
and competencies of Richard’s company, Firestone. Additionally, when a legal notice against
Alex and Sophie regarding contract breach was released by Firestone, the lawsuit was dropped
due to lack of hard evidence. Richard contacted the interns at Alex’s new ad agency out of
retribution, to find confidential information and details that could sabotage Alex’s company.
Therefore, inaction and negligent attitude by managers, superiors, and leaders led to challenges
within the business ecosystem, causing retribution and whistleblowing activities from
employees.
2.3.2 FACTOR 16- PERSONAL RELATIONSHIPS
Alex and Sophie became involved in a personal relationship after having a conversation about
how unhappy they were with Richard’s leadership. While Alex had his personal interests and
intentions in mind, Sophie got attracted to him without realizing Alex’s true intentions behind
the personal relationship. Their personal relationship not only caused damage to Firestone but
also motivated Alex to pursue with his wrongdoings and evil acts while creating problems for
Sophie's career.

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2.3.3 FACTOR 17- HIDING INFORMATION
While in a relationship with Sophie, Alex’s immoral behavior comes to light as he hides details
about his marriage from Sophie. This is because Alex’s motive behind a personal relationship
was unknown to Sophie, and the fact that Alex hid details about his personal life and marriage
encouraged Sophie's feelings for him. The same also clouded Sophie’s thinking, which caused
her to be indifferent to Alex’s immoral and unethical activities.
2.4 INTRINSIC FACTORS
2.4.1 FACTOR 18- CHILDHOOD
When Alex talks to Sophie about Richard, he thinks about the similarities between Richard’s
personality and that of his father’s. Alex also mentions that he never liked his father. Therefore,
in more ways than one, Richard reminded Alex a lot about his father who he never really liked.
This may have motivated Alex to turn against Richard as he saw Richard similar to his father,
who was egotistical, unappreciative and rude to him. Alex starts plotting a new plan when he
becomes completely unhappy and dissatisfied on not receiving an appraisal from Richard.
2.5 PRIORITISATION
Factor Related Issue
1 Legal Data breach by Alex and Sophie on Firestone
2 Legal Alex cloning Firestone and stealing data, information, client lists. Etc.
3 Legal Sophie’s breach of contract and involvement with Alex
4 Professional Improving the security of Firestone’s company data and information
5 Professional Richard’s unprofessional and unfavorable leadership style
6 Professional Alex appropriating Firestone’s data, information, projects, client lists
7 Professional Inappropriate behavior- unethical means to cause harm to others

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8 Professional Alex cloning Firestone’s business
9 Professional The unappreciative attitude of Richard towards his employees
1
0
Professional Unfair work opportunities for interns at Alex’s ad agency resulted in
whistleblowing
1
1
Professional Sophie’s inaction on Alex’s unethical acts and harmful intentions
1
2
Professional Alex being dishonest about pricing, skills, competencies, to clients
1
3
Professional Interns not paid for more than a year at Alex’s ad agency
1
4
Professional Whistleblowing as a result of Alex’s negligence towards interns/employees
1
5
Personal An act of retribution by Richard as the filed lawsuit against Sophie and Alex
is dropped
1
6
Personal Sophie and Alex developing a personal relationship
1
7
Personal Alex hiding personal details about his life and marriage from Sophie
1
8
Intrinsic Richard reminds Alex of his father who he never liked
2.6 DECISION
As per the EDM analysis and Prioritisation table, decisions must be made with respect to the
legal and professional issues presented in the case study. Legal issues such as contract breach
and violation of intellectual property rights by Alex and Sophie were a result of the negligent and

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unappreciative attitude of the company owner Richard. The organizations not only need to focus
on the well-being of their employees but also practice favorable leadership styles that can
contribute to the development of employees and the organization. Decisions regarding
professional issues such as dishonest employees, unfairness at the workplace, inappropriate
behaviors, developing relationships with the intent of harming others and the organization, unfair
work opportunities, and negligence from leaders and managers cause dissatisfaction amongst
workers and employees5. As an act of retribution, whistleblowing observed in business
environments are likely to cause harm and damage to the reputation and future of employees,
stakeholders, customers, and clients.
Another legal issue highlighted is with respect to data security at Firestone, which made it easy
for Alex to violate the rights of intellectual property and acquire Firestone’s confidential data,
information, customer and clients list, etc. All organizations and their stakeholders need to
improve data security and protection measures to maintain professional integrity and to protect
the interests of those involved, directly and indirectly with the organization.
2. ANALYSIS DISCUSSION
The analysis highlights the main ethical dilemma of unfair organizational policies, values, and
work practices, which have resulted in legal and professional challenges for the organizations
and employees involved. As a result of Richard’s unappreciative attitude towards Alex and
Sophie, they turn against him and indulge in unethical behavior to pursue their ambitious goals
whilst causing harm to others around them. Legal concerns like data security, contract, and
confidentiality breaches are observed with Alex cloning Firestone’s business after procuring the
company confidential data, information, client lists, and past and current projects. In a similar
manner, Alex’s attitude towards his interns caused them to whistleblow confidential information
and details about his new ad agency to Richard. Richard can use this information to seek revenge
and cover for the loss and reputation damage that Alex has caused to Firestone. The case study
demonstrates the need to take care of others and work in a manner that can safeguard personal
interests and the rights of others. To be wanted and needed is fundamental to human existence,
which becomes imperative in professional settings when huge groups of people are involved.

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3. ANALYSIS CONCLUSION
While each of these characters is found to be ambitious and skilled in their respective fields, their
ethical conduct, and moral standings not only interfere with organizational goals, stakeholders,
interests, customers, and clients. Non-consideration of ethical codes has evidently resulted in
failed careers by professionals, due to which the importance of adhering to ethical and moral
standards in a professional workplace becomes important than ever. Most legal and professional
dilemmas presented in the report highlight immoral and unethical decisions along with unfair
work practices and unprofessional attitudes. It is important to act ethically and morally that
allows individuals to work with everyone’s best interests at heart and to achieve personal goals
keeping in mind the collective good.
4. LEARNING OUTCOMES OF THIS COURSE
5.1 TECHNOLOGY ETHICS
The topic of technology ethics offers a broader perspective of social and professional issues that
exist in the IT sector and how professionals can deal with the repercussions of social and
professional dilemmas in the computing industry. Technology ethics has been valuable in
discussing the implications of social, legal and professional issues that arise due to diverse work
cultures, skills, competencies, nature, behavior, attitudes, ethical and moral standing, etc.
Additionally, normative ethical theories make it easier to identify social and professional
challenges in the IT organization. Technology Ethics vividly utilizes the Ethical Decision-
making (EDM) model that helps professionals analyze situations carefully and ethically in a
business setting and prioritize those challenges that require immediate action against those issues
that can take a monetary backseat. Hence, technology ethics has not only developed my
understanding of ethical and professional behaviors in organizations but also explains moral
roles and ethical responsibilities expected out of computing professionals.

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5.2 THE ETHICAL TECHNOLOGIST
An ethical technologist is not just competent but aware of diverse ethical cultures and behaviors
that are likely to hinder with professionals within the IT ecosystem. Because of the wide range of
unethical practices by software and computing professionals with respect to a violation of
confidentiality and privacy of organizations, pornography, identity theft, and intellectual
property theft, ethical technologists ensure good leadership and ethical and professional values in
an organization. Therefore, an ethical technologist is aware of the diversities in opinions, beliefs,
and is equipped to efficiently deal with diverse groups at the workplace. Additionally, an ethical
leader contributes to the personal and professional development of each and every individual
working with him/her alongside achieving organizational goals. Owing to their knowledge and
expertise in ethical professionalism and attitude, ethical technologists help organizations work
according to normative ethical theories that are imperative in maintaining the integrity and
professionalism of the work culture.
5.3 HABITS OF THE EFFECTIVE TECHNOLOGIST
Emphasizing on the qualities required, an ethical technologist needs to be responsible and
competent to manage different behaviors, attitudes and ethical compasses of people working in
the organization. The skills required to become an effective technologist are very similar to what
it takes to become a great leader because competent and responsible ethical technologist grow to
become effective leaders in different business scenarios. Hence, effective technologists never
play the blame-game, but instead, take full responsibility for their actions and that of their
teams’. Ethical technologists and leaders exercise good authority but never exploit their power,
and work in a way that contributes to the upliftment of the leader, employees, and the
organization itself. With the best interests at heart, effective technologists do not work with
clouded subjectivity but have an open and clear mind about the ethical and professional decisions
they wish to take. One of the most important habits of effective technologists is to prioritize
projects and challenges, especially in the IT industry. The complexity of IT roles and jobs is
likely to create a plethora of ethical dilemmas confronting professionals. However, ethical
technologists look to collaborative work within different departments and groups for continuous
improvement.

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5.4 ACS CODE OF PROFESSIONAL CONDUCT
The ACS Code of Professional Conduct highlights six core principles to help computing
professionals work with ethical and moral compass within their organizations. As such, the ACS
code requires professionals to act on the interests of the public, and work in a way that does not
interfere with public interests, such as social welfare and CSR initiatives. Every organization has
a responsibility towards society, which must be fulfilled and taken care of by the organization's
professionals. This allows IT, professionals, to complete their tasks and fulfill their
responsibilities without causing harm or damage to those around them, improving the quality of
life of individuals and the public, in general. Under every circumstance, IT and computing
professionals are required to keep an open and clear mind about their moral choices and ethical
decisions by staying honest and true to their professional competencies. Additionally,
professionals are required to adhere to the guidelines stated in the ACS Code of Ethics and focus
on the professional development of oneself and of their staff/employees.
5.5 ETHICAL ISSUES OF THE INFORMATION AGE
With technology comes huge power, responsibilities, and risks that are likely to question to
ethical and moral standards of professionals in IT settings. The information age has sure made
lives easier through technology, the same had increased the probabilities of privacy violation,
unethical activities, and clouded decision-making, amongst others. Social impacts caused by the
rise of technology use also have repercussions in IT organizations, as a result of personal and
intrinsic factors observed in professionals. Accessibility, accuracy, and pornography are
identified as the three biggest ethical challenges that exist in the Information age with violation
of privacy and theft of intellectual data in IT organizations. The prevailing IT gap that makes it
difficult for IT professionals to coordinate, collaborate and cooperate with each other, causing
problems and delays in project quality and deliveries. Using someone for personal interest and
intentionally or unintentionally causing harm to another individual or organization are a few
examples of the dehumanizing effects of the information age6.
5.6 THINKING MACHINES

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Thinking Machines raises questions on the extent to which computing technologies, machines,
and robots can replace human jobs in the future. On one hand, where robots and AI-powered
technology have immense scope to efficiently and quickly perform tasks that seem complex and
challenging to humans, Thinking Machines explains about why such machines cannot be used to
completely replace the thinking power, decision-making abilities, skills, and competencies of
human beings ever. However, considering the evolution of Thinking Machines, professionals
must imbibe an ethical nature, professional behavior, respectful attitude, and a creative mind in
order to survive in the era of machines and robots. Human beings need not be demotivated due to
the inception of robots and machines but must use the same to their advantage in order to
improve communication skills along with other ethical and professional characteristics.
Therefore, it is evident that regardless of the extent to which thinking machines will take over
human jobs in the future, there are certain human skills and attributes such as ethical conformity,
respect, professionalism, care, and attitude that are and will be difficult to replace with.
5.7 THE COMMON DENOMINATOR
Ethical variations with respect to differences in cultural backgrounds have been argued for the
diversity caused in moral and ethical decision-making by professionals. The Common
Denominator ficusses a common ground or moral behavior that is more relative to universal acts
or morality and ethics, as compared to culture-embedded ethical and moral standards. The six
main dimensions of the universal Moral Foundations Theory include harm/care,
fairness/cheating, freedom/oppression, loyalty/betrayal, authority/subversion, and
sanctity/degradation. These factors are relevant and useful for professionals to act according to
the universal moral codes and the Golden Rule of doing good and causing no harm whatsoever.
The Golden Rule has been formulated from the universal religious principles and the law of
Physics to expect the equal, opposite and collinear reaction to every action. Such common moral
grounds are beneficial for professionals to act ethically and to identify ethical and moral
dilemmas that may hinder with the integrity and purpose of the organization.
5.8 AI AND HUMAN POTENTIAL

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Exploring the power of Artificial Intelligence (AI) and human potential comes down to the idea
of self-actualization through being mindful and accepting of the circumstances and dilemmas
that arise. With respect to the evolution of artificial intelligence as a replacement for human
tasks, one would believe that professional challenges could be mitigated with the entrance of AI
machines and robots. However, artificial intelligence is being powered by humans to facilitate
human dialogues and interactions in the future. Hence, the relationship between humans and AI
are closely linked and the chances are that similar ethical and moral dilemmas will arise due to
the natural human tendency imbibed in chatbots and other machines. From a different
perspective, AI-powered machines and robots may differentiate between the moral and ethical
course of action that will be taken by both the parties in the future. Hence, humans are needed to
explore their potential through self-actualization and reveal their true self and identity to match
to the humane integrations of AI achiness and bots in the future. Honesty, integrity, self-
awareness, and self-actualization are a few ways in which humans can survive with their
competencies, ethical behaviors, and moral attitudes to reveal true human potential to its best.

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5. REFERENCES
[1] ACM. (2018). Association of Computing Machinery (ACM) Code of Ethics and Professional
Conduct [Online]. Available: https://www.acm.org/binaries/content/assets/about/acm-
code-of-ethics-and-professional-conduct.pdf
[2] ACS. (2014). Code of Professional Conduct, Australian Computer Society [Online].
Available: https://www.acs.org.au/content/dam/acs/rules-and-regulations/Code-of-
Professional-Conduct_v2.1.pdf
[3] ACWA. (2017). Employer Code of Practice [Online]. Available:
http://www.acwa.org.au/resources/Employer-Code-generic-version.pdf
[4] D. Tuffley, The ethical technologist, 3rd ed. Altiora Publications, 2013.
[5] J. Downe, R. Cowell and K. Morgan, "What determines ethical behavior in public
organizations,” IEEE Engineering Management Review, vol. 45, no. 1, pp. 121-136,
2017. [Online] Available: 10.1109/emr.2017.7888810.
[6] D. Tuflley and A. Antonio, “Ethics in the information age,” The Australian Quarterly, vol.
87, pp. 19-24.