AI-enabled startups, ethical practices and investor decision-making: a systematic literature review

Purpose This review study aims to synthesize research on artificial intelligence (AI)-enabled startups to explain how ethical practices shape investor decision-making and venture outcomes. Design/methodology/approach A systematic literature review following preferred reporting items for systematic reviews and meta-analyses guidelines was conducted using Web of Science and Scopus databases. Seventy-two peer-reviewed articles published between 2000 and 2025 were analyzed through thematic content analysis. Findings The synthesis indicates that ethical integration enhances legitimacy, trust and investor confidence. Ethical certifications help reduce information asymmetry and act as credible signals of venture quality, while governance mechanisms strengthen perceptions of reliability and long-term sustainability. Originality/value The review integrates fragmented research across AI-enabled entrepreneurship, ethics and investor behavior, offering a unified framework and research agenda for responsible AI-enabled venture development.