Responsible Use of Artificial Intelligence as Continuous Proportionalization: Fashion Image Generation at OTTO
Journal
Swiss Journal of Business
ISSN
2944-3741
Type
journal-article
Date Issued
2026
Author(s)
Abstract
The inherent ambivalence of machine learning-based artificial intelligence (AI) technologies makes ensuring their responsible use a pressing concern. While the literature converges on the importance of governance at the organizational level, uncertainty remains about what responsible (use of) AI actually is. We conceptualize responsible AI as both a process and outcome of social evaluation. We propose a model (“continuous proportionalization”) that explains how organizations construct collective interpretations of responsible AI along the dimensions of legitimacy, suitability, necessity, and proportionality. We illustrate the model through a case study of AI-based fashion image generation at Germany’s largest e-commerce company, OTTO.
HSG Classification
contribution to practical use / society
Refereed
Yes
Publisher
Nomos Verlag
Volume
80
Number
1