Information systems journal 2024 davison the ethics of using generative ai for qualitative data analysis

Digital Ethics
I’m not anti-AI.
I’m not anti-AI. I’m anti-bullshit.
For those struggling to reconcile my work in AI product and strategy with the things I’ve been saying - let me make it plain.
Yes, I help teams build real AI products.
And yes, I refuse to prop up fantasies just because they’re lucrative.
These aren’t contradictions.
They’re what make me credible.
I know what this tech can do. I also know what it can’t. And I know exactly how it’s being spun to look like something it isn’t - not to help people, but to sell illusions dressed up as inevitability.
We’re deliberately engineering the illusion of cognition. Not building minds - just engineering machines that mimic well enough to blur the line.
Augmentation is promised whilst replacement is sold.
And when the flaws emerge - hallucinations, cascading failure modes, confidently wrong outputs at scale - the spin kicks in:
“That’s just temporary.”
“That’s just a data problem.”
“That’s just a prompt away.”
It’s not. It’s structural. It’s endemic to the heart of this technology.
Calling that out doesn’t make me anti-AI. It makes me more qualified to work in this field - because I don’t have to lie to make it useful.
That’s why I’m valuable in what I do.
I don’t just know what to build - I know what not to build.
I understand what we’re building toward.
I understand the moral, ethical, philosophical, reputational, financial implications.
I’m not high on my own supply.
So no I won’t dress this tech in a halo. I won’t help gaslight the world into trusting a system that doesn’t understand a word it says.
But if you want real clarity - the kind that holds up after the hype collapses - then yes, I’m someone worth talking to.
This moment doesn’t need more AI evangelists.
It needs realism. It needs judgment. It needs people who can filter the bullshit and advise with clarity, those who see the cracks and still deliver.
And that’s exactly what I do.
On here, on the frontline, and in the boardroom. | 124 comments on LinkedIn
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