Reimagining the sustainable social development of AI for the service sector: the role of startups

Purpose The emergence of artificial intelligence (AI) is leading to a job transformation within the service ecosystem in which issues related AI governance principles may hinder social sustainability sector. relevance startups driving innovation has been recognized; thus, this paper aims investigate whether and how influence sustainable development (SSD) Design/methodology/approach An empirical study based on 24 in-depth interviews was conducted qualitatively explore perceptions sector facing policymakers, consultants academics ( n = 12), as well (founders, developers; 12). inductive coding approach used identify analyze data. Findings As part complex system, SSD relation other stakeholders’ contributions for ethical deployment AI. Four key factors influencing startups’ ability contribute were identified: awareness socioeconomic issues; fostering decent work; systematically applying ethics; business model innovation. Practical implications This proposes measures promote collaborative efforts implement managerial practices that adapt their available resources. Originality/value develops original guidelines seek beneficial sector, building upon Ethics Service approach.