@article{2026:sturm:responsibl,
title = {Responsible Use of Artificial Intelligence as Continuous Proportionalization: Fashion Image Generation at OTTO},
year = {2026},
note = {The inherent ambivalence of machine learning-based artificial
intelligence (AI) technologies makes ensuring their responsible use a
pressing concern. While the literature converges on the importance of
governance at the organizational level, uncertainty remains about what
responsible (use of) AI actually is. We conceptualize responsible AI
as both a process and outcome of social evaluation. We propose a model
(“continuous proportionalization”) that explains how organizations
construct collective interpretations of responsible AI along the
dimensions of legitimacy, suitability, necessity, and proportionality.
We illustrate the model through a case study of AI-based fashion image
generation at Germany’s largest e-commerce company, OTTO.},
journal = {Swiss Journal of Business},
pages = {7--29},
author = {Sturm, Simon and Krause, Florian and Giffen, Benjamin van},
volume = {80},
number = {1}
}