Ethical AI Practices in Henan E-Commerce Companies: A Policy Guide

Abstract

This study examined ethical artificial intelligence practices among e-commerce companies in Henan Province, China, with emphasis on how AI can be governed responsibly in digital business operations. Anchored on the principles of fairness, rights ethics, and responsibility ethics, the study analyzed how AI applications in recommendation systems, pricing, customer service, data profiling, and automated decision-making affect consumer rights, privacy, accountability, and trust. A qualitative descriptive-analytical design was used. The study relied on academic literature, professional reports, theoretical works on AI ethics, and selected cases involving Henan e-commerce enterprises. Data were examined through literature review, case analysis, qualitative content analysis, and comparative analysis. The findings revealed four major ethical concerns: privacy infringement caused by excessive and unclear data collection, algorithm bias and discrimination in recommendations and pricing, ambiguous liability when AI systems produce harmful outcomes, and data abuse through unauthorized profiling, sharing, or secondary commercial use. The study concludes that ethical AI must be embedded in algorithm design, data management, business operations, and corporate governance. It recommends stronger data privacy protection, improved algorithm interpretability and transparency, clearer responsibility governance systems, stricter data supervision, ethics review mechanisms, and employee training on AI ethics. The study supports SDG 8, SDG 9, SDG 12, and SDG 16 by promoting responsible digital commerce, ethical innovation, fair consumption practices, transparency, and institutional accountability. Its sustainability impact lies in strengthening consumer trust, reducing governance risks, and supporting resilient, ethical, and socially responsible e-commerce development.