Ch1 Ethics and Q's

Ch2 Ethics and Q's

Ch3 Ethics and Q's

100 w u to v w we can be indicatos e gellan de toere you completing ga porno o you o s you the for you as w e the Modulet: Week - Deed on Considering ethical was give you an opportunity to explore your own landbo u and M arian perspectives an own dong you to the creand proc Review and comply with ALL to sew and to the Lang M a h is Guide 2.45 24 3 Ch 317 2 points per questions pour forward ing Mode e and g ser We ETHICS GUIDE a. Wenn Units Sold Units Sold ETHICS AND PROFESSIONAL RESPONSIBILITY Suppose you're a young marketing professional who has just taken a new promotional campaign to market The executive committee isks you to present a summary of the sales effect of the campaign, and you produce the graph shown in Figure 1. As shown your campaign was just in the nick of times sales were starting to fall the moment your cam- paly kicked in. After that, sales boomed. But note the vertical axis has no quantitative labels. If you add quantities, as shown in Figure 2. the performance is less impressive. It appears that the substantial growth amounts to less than 20 units. Still the curve of the graph is impressive. Introduction of New C alon 2000 and if no one does the arithmetic, your campaign will appear successful FIGURE 1 This impressive shape is only possible, however, because 6,000+ Figure 2 is not druiwn to scale. If you draw it to scale, as shown in Figure 3. your campaign's success is, well, problematic, at least for you. Which of these graphs do you present to the commit toe? Each chapter of this text includes an Ethics Guide that explores ethical and responsible behavior in a variety of MIS- related contexts. In this chapter, we'll examine the ethics of data and information Centuries of philosophical thought have addressed the question "What is right behavior and we can't begin to dis- cuss all of it here. You will learn much of it, however, in your 6,000 2019 Introduction of New Campaign 2020 business ethics class. For our purposes, we'll use two of the major pillars in the philosophy of ethics. We introduce the first FIGURE 2 one here and the second in Chapter 2. The German philosopher Immanuel Kant defined the Scale Drawing 6,020 categorical imperative as the principle that one should behave Growth rate since 2016 0.0025 only in a ww that one would want the behavior to be a universal In Stealing is not such behavior because if everyone steals. nothing can be owned. Stealing cannot be a universal law. Similarly, lying cannot be consistent with the categorical Imperative because if everyone lies, words are useless. When you ask whether a behavior is consistent with this principle, a good litmus test is "Are you willing to publish your behavior to the world? Are you willing to put it on your Face- book page? Are you willing to say what you've done to all the players involved?" If not, your behavior is not ethical, at least 2019 introduction of New Campaign 2020 not in the sense of Kant's categorical imperative FIGURE 3 possun dance Kanda in one's the ma hawa perte duty to the skills a ry to Hrabo have an imperfect duty doc the principles in the chapters that fof- He will y ing the following questions tr DISCUSSION QUESTIONS 1. Restate Kant's categorical imperative using your own wird Blain why cheating an exams is not consistent with the caparical imperative 2. While there is some difference of opinion, most schol- ans believe that the Golden Rule ("Do unto others as you would have them do unto you. is not equivalent to Kant's clerical imperative. Justify this belief 3. Using the Bateson definition (discussed in 01-5) that Information is a difference that makes a difference: a. Explain how the features of the graph in Figure 1 Influence the viewer to create information b. Explain how the features of the graph in Figure 3 influence the viewer to create information Change roles. Assume now you are a member of the the committee. A junior marketing professional ents Figure 1 to the committee, and you object to the last labels and the scale. In response, the junior marketing professional says. "Sorry, I didn't know. I just put the data into Excel and copied the resulting graph." What cop clusions do you, as an executive, make about the junior marketing professional in response to this statement 6. Is the junior marketing person's response in question 5a violation of a perfect duty or an imperfect duty? Of any duty? Explain your response. 7. If you were the junior marketing professional, which graph would you present to the committee? 8. According to Kant.lying is not consistent with the cat- egorical imperative. Suppose you are invited to a sca- sonal barbeque at the department chair's house. You are served a steak that is tough, overcooked, and so barely edible that you secretly feed it to the department chair's dog (who appears to enjoy it). The chairperson asks you. "How is your steak?" and you respond, "Excellent. thank you." c. Which of these graphs is consistent with Kant's cat- sporical imperative? 4. Suppose you created Figure 1 using Microsoft Excel. To dose, you keyed the data into Excel and clicked the Make Graph button there is one, though it's not called that). Voil. Excel created Figure 1 without any labels and drawn out of scale as shown. Without further consider- tion. you put the result into your presentation a. Is your behavior consistent with Kant's categorical imperative Why or why not? b. Excel tomatically produces graphs like Figure 1. is Microsoft's behavior consistent with Kant's categor- Ical imperative? Why or why not? a. Is your behavior consistent with Kant's categorical imperative? b. The steak seemed to be excellent to the dog. Does that fact change your answer to part a? c. What conclusions do you draw from this example: ETHICS GUIDE with a distressed express calm dewan uch. Thomas continued. Now is about to leave, we can THE LURE OF LOVE BOTS Gary Lucaskets across theme of en custom for the service was from a du found someone else. Th. Gary interrupted. To terrupted. "You have access to all of datae lord at Thomas with a distressed buat Thomas motioned for him to cal o n keep listening to the pitch. Thomson a ad h a group of the people Gary had never can predict when a customer is about to action to keep him interested. We know when a Bordpl a ry knew what the meeting was about a ntal match in order to keep paying for the They bewww . Why W e wus stru we have to do is send them some messages from Nor m etition fence in the online match- account so they think someone is interested gdustry but sur a t his company had been " nding on how much you want to invest in dysporto a more challenging problem. The latest anal ofertaisevealed that 15 percent of the local sub- - Thomas continued. We can even have these cribers were female while 85 percent were made. How could unts engage in complex interactions that take pla the company retain s cribers if the competition between ocks or months. After several weeks or months, the Male T o fierce) Many male subscribers were unable account will indicate that it has found someone Ronda matchen alter months of trying tortunately for does not have to be any actual follow through the use Gary, the manager of customer retention unhappy customers will use think that it didn't work out. The best part is the don't kap pagring. Det marketing efforts and discounted subscription offers aimed at female users, Gary had been unable to balance out the disproportionate customer base. He was worried that his job was on the line is replacement will actually find someone using your site! wa't have to pay employees to interact with customers call be done with our Al platform. These long-term inte tions will keep customers paying and in late the hope that might be sitting in that meeting with his boss right now. Gary looked back over at the conference room just in time to see Richard corn the dear and wave him over. Gary hastily made his way to the conference room. As he took a seat at the end of the table. Richard smiled at him and said, "Gary I think these consultants have a plan that can bring this company back to life!" Gary sighed with relief. It sounded like his job was safe for now-but what kind of miracle had the consultants promised to make Richard so optimistic about the future! iMatch Thomas the lead consultant, began his pitch to save the company Richard nodded and smiled as Thomas explained his idea. "The key to maintaining subscribers on this type of site." Thomas explained. 'is keeping them interested. We need male users to have some sort of positive experience on the site before they reach their threshold of getting discour- aged and cancel their subscription. Our consulting team has created a model based on all of your user data, and we are able to predict when a male user is on the verge of canceling his subscription with a high degree of accuracy." 42 Source: Polaroidfo ETHICS GARDE The Love Dots Al-Jedis sigh Part of him wanted to talk to thichard and t hen this An hour after the m a ry was sitting at his deak with was a bad dr the other part of him derided that it might be hul head spinning. He w ill trying to come to terms with time to start pishing this me what had happened in the conference room is he had the scade in Chapter traducedance directed him out all marketing efforts by sprant and cap tive ene way of thical conduct. This starting to hire new people to take care of creating the wintes second wa t dummy accounts, Richard had also signed a b-month con. According to utilitarism, the morality of an act de tract with the consultants, they would begin implementation mined by its outcome. Acts are to be moral if they of their customer retention to starting the next day. result in the greatest to the greatest sumber of the Gary looked down at the business cards the autants man happiness and reduce milleri bad given him aller the meeting they all worked for a com they all worked for a com i ng utilitarianism as a guide, Killing can be wa called Al-Jedis. Carred Alsted for artita intel results in the greatest to the greatest number He couldn't below they were going to t ally using Ade Hitler would have been moral stopped the poboes to trick people in thinking they were about to find a Holocaust. Similarly w arm can short match on the site Hedenly felt chills down his spine trick forms of deception as moral of the actress in the r est people/ He was starting to wonder if this could be perceived as good to the greatest number. In to someone with a fatal fraudulent or even illegal What if someone found out about illness that you're certain he or she will recover is moral what they were doing the company would be destroyed. Gary it increases that person's happiness and decreases his or her ned back in his chair, and at the ceiling and let out a long suffering DISCUSSION QUESTIONS 1. According to the definitions of the ethical principles defined in this book: a. Do you think that using automated bots on a dating site is ethical according to the categorical imperative page 23-24) b. Do you think that using automated bots on a dating site is ethical according to the utilitarian perspective? 2. While this scenario might seem like something out of a science fiction movie, the use of automated tools for decision making and customer interaction is widespread. Brainstorm examples of other companies wervices that might be using automated tools right now 3. If you were in this situation would you leave the company? 4. Do you think Gary would benefit by trying to talk to Richard about the risk of using bots? How do you think people would respond if word got out that the company was using this type of technology to retain customersi high-quality cars, by providing the best reservation system, by having the cleanest cars or the fastes check-in, or by some other means. The company can strive to provide product differentiation acro the industry or within particular segments of the industry, such as U.S. domestic business traveler According to Porter, to be effective, the organization's goals objectives, culture, and activiti must be consistent with the organization's strategy. To those in the MIS field, this means that all in mation systems in the organization must reflect and facilitate the organization's competitive strate Cost Differentiation Better product/service Industry-wide Lowest cost across the industry across the industry Focus IGURE 2-5 orter's Four Competitive Erategies Lowest cost within an industry segment Better product/service within an industry segment ETHICS GUIDE as investigation MIS-DIAGNOSIS Fred Bolton stared at his computer screen until Fred had been tasked with doing a rigorous investi sem. He was supposed to de his gespened over. He had been working 15-hour days for of the Al recommen bare was something the company the past work trying to solve a serious problem that could tify the problem and see n's perception of the product have a devastating impact on the future of his employer could do to improve the Fred had worked at AMeds for almost a decade, and he was During his testing Fred found that minor modifications proud to be affiliated with a world-leading pharmaceutical danence. But some of the num the drug's profile made abs company. He had started out at the bottom of the IT depart file were not accurate. Even bers he used to modify the ment but had moved up quickly. He was a fast learner with they were the changes hem shemde would warrant a regulatory a never give up attitude. But today he was on the verge of review, which could take an an extensive amount of time. The financial damage to the company would be done long before ceutical the review was complete. Fred was not looking forward to the review was complete. Free reporting his findings. information Manipulation red bent looking at the clock on his comp his computer monitor. It was time for his meeting, but he was trying to find an excuse to time for his meeting, but he was trying to linger at his desk. He came up empty handed and headed over lineer at his desk. He came up empty handed to the ba et sent at the end of a long conter nee table and loned Patricia Tanner, a high-le sales executive. "So, Fred, what did you find out? Patricia asked, "Good news. I honet" Fred explained that, in spite o his extensive analysis of the recommendation system, he was unable to identify a solution that would cause the system to giving up Fred was astounded at how much the pharmaceutical industry had changed over the previous 10 years. When he first started at A+Meds, the company could drive up sales using direct marketing techniques. Doctors met with com pany representatives who convinced them that A+ Mods were the best on the market. Now, technology had started to per meate every aspect of the healthcare industry Doctors were were relying more and more on artificial intelligence (AD driven expert systems to select the most appropriate medications and treatments. These systems made recommendations based on drug profiles submitted to the system by pharmaceutical com- panies. The companies could update the drug profiles if any if any aspect of the drug changed, but this didn't happen very often if the changes were minor Recently, the sales of a new drug had been underperform ing. A+Meds had invested tens of millions of dollars in develop- ing it. Company executives and new product developers were convinced that the product was superior to competing drugs. The problem. they believed, was that the expert systems used by doctors were not recommend- ing the product. Sales were suf- fering, profitability was down. and employee compensation was in jeopardy: Source: Sergey Fotolia b THIS GUIDEM at the woduto e piace unless they hi ha w the profile med det Futur drug is superior and safer she excl .1 comanies is Wheth all of the was al cuve all aro o r when they were put were er rare and only there we ting a similar drug through trials and I know for a fact that bus patient related incidents of ud is the better che Patriciale "That may be red ruplied cautiously, but our profile is and said, "Ik you think it is right here people who o ulines. The drugs and impedom predile is causing us to lose out to competing drugs." Interpreteru pobles What people wiekowe They both sat for a minute before Patricia slowly replied more serious happens to them because they should have taken What if we submit a new profile that the system perceives sur drug but didn't because of the system Won't you feel refworable, even though some of the data is a bit of a bad about that reddettat e that. Maybe Patricia was right red did believe their www.tv Fred couldn't believe she'd just asked that question. He choice. But he wasn't a doctor Adhering to federal wwwn't sure how to respond without putting his job in options sondlike the right choice but not ther e ards. "Wouldn't the addition of inaccurate information to people from the medication they shoulberg West the system be considered a violation) Wouldn't we be liable sigh and land back in his chale watu wa 5. DISCUSSION QUESTIONS 1. According to the definitions of the ethical principles defined previously in this book: a. Do you think that manipulating the recommendation of an Al system even though the new recommendation may be for the better drug is ethical according to the categorical imperative (page 23-24) b. Do you think that manipulating the recommendation of an Al system even though the new recommendation may be for the better drug is ethical according to the utilitarian perspective (page 42-43) 2. How would you respond if you were placed in Fred's shoes? Do you think it is appropriate to submit inaccurate information because the drug may be better and swer than the competition? 3. How should red handle the fact that Patricia made these gestion to manipulate the drugsprofileIs he willingness to use this type of tactic cause for concern in its own 4. How do you feel about the growing use of Al and other technological solutions in helping people make decisions Would you want a doctor treating you based on recom- mendations from an automated system Consider other arenas as well. For example, would you trust the recom- mendation of an automated financial Investment system over the advice of a human financial advisor customer order data for the purpose of reducing labor for item picking from the warehouse. company like Amazon, for example, goes to great lengths to organise its warehouses to redu picking expenses. As you can imagine, it is expensive to create, staff, and operate data warehouses and d marts. Only large organizations with deep pockets can afford to operate a system like that show Figure 3-8. Smaller organisations operate subsets of this system, but they must find ways to the basic problems that data warehouses solve, even if those ways are informal 100 w u to v w we can be indicatos e gellan de toere you completing ga porno o you o s you the for you as w e the Modulet: Week - Deed on Considering ethical was give you an opportunity to explore your own landbo u and M arian perspectives an own dong you to the creand proc Review and comply with ALL to sew and to the Lang M a h is Guide 2.45 24 3 Ch 317 2 points per questions pour forward ing Mode e and g ser We ETHICS GUIDE a. Wenn Units Sold Units Sold ETHICS AND PROFESSIONAL RESPONSIBILITY Suppose you're a young marketing professional who has just taken a new promotional campaign to market The executive committee isks you to present a summary of the sales effect of the campaign, and you produce the graph shown in Figure 1. As shown your campaign was just in the nick of times sales were starting to fall the moment your cam- paly kicked in. After that, sales boomed. But note the vertical axis has no quantitative labels. If you add quantities, as shown in Figure 2. the performance is less impressive. It appears that the substantial growth amounts to less than 20 units. Still the curve of the graph is impressive. Introduction of New C alon 2000 and if no one does the arithmetic, your campaign will appear successful FIGURE 1 This impressive shape is only possible, however, because 6,000+ Figure 2 is not druiwn to scale. If you draw it to scale, as shown in Figure 3. your campaign's success is, well, problematic, at least for you. Which of these graphs do you present to the commit toe? Each chapter of this text includes an Ethics Guide that explores ethical and responsible behavior in a variety of MIS- related contexts. In this chapter, we'll examine the ethics of data and information Centuries of philosophical thought have addressed the question "What is right behavior and we can't begin to dis- cuss all of it here. You will learn much of it, however, in your 6,000 2019 Introduction of New Campaign 2020 business ethics class. For our purposes, we'll use two of the major pillars in the philosophy of ethics. We introduce the first FIGURE 2 one here and the second in Chapter 2. The German philosopher Immanuel Kant defined the Scale Drawing 6,020 categorical imperative as the principle that one should behave Growth rate since 2016 0.0025 only in a ww that one would want the behavior to be a universal In Stealing is not such behavior because if everyone steals. nothing can be owned. Stealing cannot be a universal law. Similarly, lying cannot be consistent with the categorical Imperative because if everyone lies, words are useless. When you ask whether a behavior is consistent with this principle, a good litmus test is "Are you willing to publish your behavior to the world? Are you willing to put it on your Face- book page? Are you willing to say what you've done to all the players involved?" If not, your behavior is not ethical, at least 2019 introduction of New Campaign 2020 not in the sense of Kant's categorical imperative FIGURE 3 possun dance Kanda in one's the ma hawa perte duty to the skills a ry to Hrabo have an imperfect duty doc the principles in the chapters that fof- He will y ing the following questions tr DISCUSSION QUESTIONS 1. Restate Kant's categorical imperative using your own wird Blain why cheating an exams is not consistent with the caparical imperative 2. While there is some difference of opinion, most schol- ans believe that the Golden Rule ("Do unto others as you would have them do unto you. is not equivalent to Kant's clerical imperative. Justify this belief 3. Using the Bateson definition (discussed in 01-5) that Information is a difference that makes a difference: a. Explain how the features of the graph in Figure 1 Influence the viewer to create information b. Explain how the features of the graph in Figure 3 influence the viewer to create information Change roles. Assume now you are a member of the the committee. A junior marketing professional ents Figure 1 to the committee, and you object to the last labels and the scale. In response, the junior marketing professional says. "Sorry, I didn't know. I just put the data into Excel and copied the resulting graph." What cop clusions do you, as an executive, make about the junior marketing professional in response to this statement 6. Is the junior marketing person's response in question 5a violation of a perfect duty or an imperfect duty? Of any duty? Explain your response. 7. If you were the junior marketing professional, which graph would you present to the committee? 8. According to Kant.lying is not consistent with the cat- egorical imperative. Suppose you are invited to a sca- sonal barbeque at the department chair's house. You are served a steak that is tough, overcooked, and so barely edible that you secretly feed it to the department chair's dog (who appears to enjoy it). The chairperson asks you. "How is your steak?" and you respond, "Excellent. thank you." c. Which of these graphs is consistent with Kant's cat- sporical imperative? 4. Suppose you created Figure 1 using Microsoft Excel. To dose, you keyed the data into Excel and clicked the Make Graph button there is one, though it's not called that). Voil. Excel created Figure 1 without any labels and drawn out of scale as shown. Without further consider- tion. you put the result into your presentation a. Is your behavior consistent with Kant's categorical imperative Why or why not? b. Excel tomatically produces graphs like Figure 1. is Microsoft's behavior consistent with Kant's categor- Ical imperative? Why or why not? a. Is your behavior consistent with Kant's categorical imperative? b. The steak seemed to be excellent to the dog. Does that fact change your answer to part a? c. What conclusions do you draw from this example: ETHICS GUIDE with a distressed express calm dewan uch. Thomas continued. Now is about to leave, we can THE LURE OF LOVE BOTS Gary Lucaskets across theme of en custom for the service was from a du found someone else. Th. Gary interrupted. To terrupted. "You have access to all of datae lord at Thomas with a distressed buat Thomas motioned for him to cal o n keep listening to the pitch. Thomson a ad h a group of the people Gary had never can predict when a customer is about to action to keep him interested. We know when a Bordpl a ry knew what the meeting was about a ntal match in order to keep paying for the They bewww . Why W e wus stru we have to do is send them some messages from Nor m etition fence in the online match- account so they think someone is interested gdustry but sur a t his company had been " nding on how much you want to invest in dysporto a more challenging problem. The latest anal ofertaisevealed that 15 percent of the local sub- - Thomas continued. We can even have these cribers were female while 85 percent were made. How could unts engage in complex interactions that take pla the company retain s cribers if the competition between ocks or months. After several weeks or months, the Male T o fierce) Many male subscribers were unable account will indicate that it has found someone Ronda matchen alter months of trying tortunately for does not have to be any actual follow through the use Gary, the manager of customer retention unhappy customers will use think that it didn't work out. The best part is the don't kap pagring. Det marketing efforts and discounted subscription offers aimed at female users, Gary had been unable to balance out the disproportionate customer base. He was worried that his job was on the line is replacement will actually find someone using your site! wa't have to pay employees to interact with customers call be done with our Al platform. These long-term inte tions will keep customers paying and in late the hope that might be sitting in that meeting with his boss right now. Gary looked back over at the conference room just in time to see Richard corn the dear and wave him over. Gary hastily made his way to the conference room. As he took a seat at the end of the table. Richard smiled at him and said, "Gary I think these consultants have a plan that can bring this company back to life!" Gary sighed with relief. It sounded like his job was safe for now-but what kind of miracle had the consultants promised to make Richard so optimistic about the future! iMatch Thomas the lead consultant, began his pitch to save the company Richard nodded and smiled as Thomas explained his idea. "The key to maintaining subscribers on this type of site." Thomas explained. 'is keeping them interested. We need male users to have some sort of positive experience on the site before they reach their threshold of getting discour- aged and cancel their subscription. Our consulting team has created a model based on all of your user data, and we are able to predict when a male user is on the verge of canceling his subscription with a high degree of accuracy." 42 Source: Polaroidfo ETHICS GARDE The Love Dots Al-Jedis sigh Part of him wanted to talk to thichard and t hen this An hour after the m a ry was sitting at his deak with was a bad dr the other part of him derided that it might be hul head spinning. He w ill trying to come to terms with time to start pishing this me what had happened in the conference room is he had the scade in Chapter traducedance directed him out all marketing efforts by sprant and cap tive ene way of thical conduct. This starting to hire new people to take care of creating the wintes second wa t dummy accounts, Richard had also signed a b-month con. According to utilitarism, the morality of an act de tract with the consultants, they would begin implementation mined by its outcome. Acts are to be moral if they of their customer retention to starting the next day. result in the greatest to the greatest sumber of the Gary looked down at the business cards the autants man happiness and reduce milleri bad given him aller the meeting they all worked for a com they all worked for a com i ng utilitarianism as a guide, Killing can be wa called Al-Jedis. Carred Alsted for artita intel results in the greatest to the greatest number He couldn't below they were going to t ally using Ade Hitler would have been moral stopped the poboes to trick people in thinking they were about to find a Holocaust. Similarly w arm can short match on the site Hedenly felt chills down his spine trick forms of deception as moral of the actress in the r est people/ He was starting to wonder if this could be perceived as good to the greatest number. In to someone with a fatal fraudulent or even illegal What if someone found out about illness that you're certain he or she will recover is moral what they were doing the company would be destroyed. Gary it increases that person's happiness and decreases his or her ned back in his chair, and at the ceiling and let out a long suffering DISCUSSION QUESTIONS 1. According to the definitions of the ethical principles defined in this book: a. Do you think that using automated bots on a dating site is ethical according to the categorical imperative page 23-24) b. Do you think that using automated bots on a dating site is ethical according to the utilitarian perspective? 2. While this scenario might seem like something out of a science fiction movie, the use of automated tools for decision making and customer interaction is widespread. Brainstorm examples of other companies wervices that might be using automated tools right now 3. If you were in this situation would you leave the company? 4. Do you think Gary would benefit by trying to talk to Richard about the risk of using bots? How do you think people would respond if word got out that the company was using this type of technology to retain customersi high-quality cars, by providing the best reservation system, by having the cleanest cars or the fastes check-in, or by some other means. The company can strive to provide product differentiation acro the industry or within particular segments of the industry, such as U.S. domestic business traveler According to Porter, to be effective, the organization's goals objectives, culture, and activiti must be consistent with the organization's strategy. To those in the MIS field, this means that all in mation systems in the organization must reflect and facilitate the organization's competitive strate Cost Differentiation Better product/service Industry-wide Lowest cost across the industry across the industry Focus IGURE 2-5 orter's Four Competitive Erategies Lowest cost within an industry segment Better product/service within an industry segment ETHICS GUIDE as investigation MIS-DIAGNOSIS Fred Bolton stared at his computer screen until Fred had been tasked with doing a rigorous investi sem. He was supposed to de his gespened over. He had been working 15-hour days for of the Al recommen bare was something the company the past work trying to solve a serious problem that could tify the problem and see n's perception of the product have a devastating impact on the future of his employer could do to improve the Fred had worked at AMeds for almost a decade, and he was During his testing Fred found that minor modifications proud to be affiliated with a world-leading pharmaceutical danence. But some of the num the drug's profile made abs company. He had started out at the bottom of the IT depart file were not accurate. Even bers he used to modify the ment but had moved up quickly. He was a fast learner with they were the changes hem shemde would warrant a regulatory a never give up attitude. But today he was on the verge of review, which could take an an extensive amount of time. The financial damage to the company would be done long before ceutical the review was complete. Fred was not looking forward to the review was complete. Free reporting his findings. information Manipulation red bent looking at the clock on his comp his computer monitor. It was time for his meeting, but he was trying to find an excuse to time for his meeting, but he was trying to linger at his desk. He came up empty handed and headed over lineer at his desk. He came up empty handed to the ba et sent at the end of a long conter nee table and loned Patricia Tanner, a high-le sales executive. "So, Fred, what did you find out? Patricia asked, "Good news. I honet" Fred explained that, in spite o his extensive analysis of the recommendation system, he was unable to identify a solution that would cause the system to giving up Fred was astounded at how much the pharmaceutical industry had changed over the previous 10 years. When he first started at A+Meds, the company could drive up sales using direct marketing techniques. Doctors met with com pany representatives who convinced them that A+ Mods were the best on the market. Now, technology had started to per meate every aspect of the healthcare industry Doctors were were relying more and more on artificial intelligence (AD driven expert systems to select the most appropriate medications and treatments. These systems made recommendations based on drug profiles submitted to the system by pharmaceutical com- panies. The companies could update the drug profiles if any if any aspect of the drug changed, but this didn't happen very often if the changes were minor Recently, the sales of a new drug had been underperform ing. A+Meds had invested tens of millions of dollars in develop- ing it. Company executives and new product developers were convinced that the product was superior to competing drugs. The problem. they believed, was that the expert systems used by doctors were not recommend- ing the product. Sales were suf- fering, profitability was down. and employee compensation was in jeopardy: Source: Sergey Fotolia b THIS GUIDEM at the woduto e piace unless they hi ha w the profile med det Futur drug is superior and safer she excl .1 comanies is Wheth all of the was al cuve all aro o r when they were put were er rare and only there we ting a similar drug through trials and I know for a fact that bus patient related incidents of ud is the better che Patriciale "That may be red ruplied cautiously, but our profile is and said, "Ik you think it is right here people who o ulines. The drugs and impedom predile is causing us to lose out to competing drugs." Interpreteru pobles What people wiekowe They both sat for a minute before Patricia slowly replied more serious happens to them because they should have taken What if we submit a new profile that the system perceives sur drug but didn't because of the system Won't you feel refworable, even though some of the data is a bit of a bad about that reddettat e that. Maybe Patricia was right red did believe their www.tv Fred couldn't believe she'd just asked that question. He choice. But he wasn't a doctor Adhering to federal wwwn't sure how to respond without putting his job in options sondlike the right choice but not ther e ards. "Wouldn't the addition of inaccurate information to people from the medication they shoulberg West the system be considered a violation) Wouldn't we be liable sigh and land back in his chale watu wa 5. DISCUSSION QUESTIONS 1. According to the definitions of the ethical principles defined previously in this book: a. Do you think that manipulating the recommendation of an Al system even though the new recommendation may be for the better drug is ethical according to the categorical imperative (page 23-24) b. Do you think that manipulating the recommendation of an Al system even though the new recommendation may be for the better drug is ethical according to the utilitarian perspective (page 42-43) 2. How would you respond if you were placed in Fred's shoes? Do you think it is appropriate to submit inaccurate information because the drug may be better and swer than the competition? 3. How should red handle the fact that Patricia made these gestion to manipulate the drugsprofileIs he willingness to use this type of tactic cause for concern in its own 4. How do you feel about the growing use of Al and other technological solutions in helping people make decisions Would you want a doctor treating you based on recom- mendations from an automated system Consider other arenas as well. For example, would you trust the recom- mendation of an automated financial Investment system over the advice of a human financial advisor customer order data for the purpose of reducing labor for item picking from the warehouse. company like Amazon, for example, goes to great lengths to organise its warehouses to redu picking expenses. As you can imagine, it is expensive to create, staff, and operate data warehouses and d marts. Only large organizations with deep pockets can afford to operate a system like that show Figure 3-8. Smaller organisations operate subsets of this system, but they must find ways to the basic problems that data warehouses solve, even if those ways are informal