This article analyzes the impact of artificial intelligence (AI) on contemporary society and the importance of adopting an ethical approach to its development and implementation within organizations. It examines the technocritical perspective of some philosophers and researchers, who warn of the risks of excessive technologization that could undermine human autonomy. However, the article also acknowledges the active role that various actors, such as governments, academics, and civil society, can play in shaping the development of AI aligned with human and social values. A multidimensional approach is proposed that combines ethics with regulation, innovation, and education. It highlights the importance of developing detailed ethical frameworks, incorporating ethics into the training of professionals, conducting ethical impact audits, and encouraging the participation of stakeholders in the design of AI. In addition, four fundamental pillars are presented for the ethical implementation of AI in organizations: 1) Integrated values, 2) Trust and transparency, 3) Empowering human growth, and 4) Identifying strategic factors. These pillars encompass aspects such as alignment with the company's ethical identity, governance and accountability, human-centered design, continuous training, and adaptability to technological and market changes. The conclusion emphasizes that ethics must be the cornerstone of any organization's strategy that seeks to incorporate AI, establishing a solid framework that ensures that technology is developed and used in a way that respects and promotes human values.

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