“Fair” and “Just” Generative Artificial Intelligence for the Base of the Pyramid Population

The rapid growth in Artificial Intelligence (AI), while having positive elements, also raises important ethical concerns, especially concerning vulnerable populations. Recent macromarketing research has indicated that if AI is not used properly, it could lead to greater injustice in the world. In this paper, we focus on Generative AI and present guidelines to achieve fairness and justice for populations at the Base of the Pyramid (BOP), which are known to be particularly vulnerable. These guidelines emphasize the responsibility of organizations to mitigate the detrimental effects of AI, the need to socially innovate AI applications, provide education to vulnerable stakeholders, and to ensure all are represented in the data used to develop AI-based products and services. We use a normative framework labeled the Integrative Justice Model (IJM) to develop these guidelines. We hope that these guidelines can assist in the development of “fair” and “just” GenAI for the BOP.