Research and Practice of AI Ethics: A Case Study Approach Juxtaposing Academic Discourse with Organisational Reality.

This study investigates the ethical use of Big Data and Artificial Intelligence (AI) technologies (BD + AI)-using an empirical approach. The paper categorises the current literature and presents a multi-case study of 'on-the-ground' ethical issues that uses qualitative tools to analyse findings from ten targeted case-studies from a range of domains. The analysis coalesces identified singular ethical issues, (from the literature), into clusters to offer a comparison with the proposed classification in the literature.