ENTREPRENEURSHIP IN THE AGE OF GENERATIVE AI: ETHICAL AND STRATEGIC IMPLICATIONS

Abstract

Abstract

The accelerated development of generative artificial intelligence (GenAI) is transforming the entrepreneurial landscape by providing an opportunity to be innovative, automate, and make decisions based on data. This paper explores the ethical and strategic issues of GenAI in entrepreneurship by employing the systematic literature review (SLR) method Based on recent academic literature (2023-2025 PRISMA-guided, n=180 empirical studies). the research determines the way GenAI can be used to increase opportunity recognition, speed up business model innovation, and increase efficiency in operations. Nevertheless, it also demonstrates some severe ethical issues, such as the problem of data privacy, algorithmic bias, the ambiguity of intellectual property, and the threats of misinformation. The results indicate that GenAI has meaningful competitive benefits, but the sustainable implementation of the technology will demand strong ethical governance systems. The research adds to the literature as it suggests a new techno-ethical entrepreneurial concept that incorporates innovation and responsibility.

Keywords: Generative AI, Entrepreneurship, Ethical AI, Strategy, Innovation, Digital Transformation.