<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2594-0163</journal-id>
<journal-title><![CDATA[Mercados y negocios]]></journal-title>
<abbrev-journal-title><![CDATA[Merc. negocios]]></abbrev-journal-title>
<issn>2594-0163</issn>
<publisher>
<publisher-name><![CDATA[Universidad de Guadalajara, Centro Universitario de Ciencias Económico Administrativas]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2594-01632025000100003</article-id>
<article-id pub-id-type="doi">10.32870/myn.vi54.7815</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[A Value-Based Approach to AI Ethics: Accountability, Transparency, Explainability, and Usability]]></article-title>
<article-title xml:lang="es"><![CDATA[Un Enfoque Basado en Valores para la Ética de la Inteligencia Artificial: Responsabilidad, Transparencia, Explicabilidad y Usabilidad]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Iyer]]></surname>
<given-names><![CDATA[Vish]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Manshad]]></surname>
<given-names><![CDATA[Moe]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Brannon]]></surname>
<given-names><![CDATA[Daniel]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,University of Northern  ]]></institution>
<addr-line><![CDATA[ Colorado]]></addr-line>
<country>USA</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,University of Northern  ]]></institution>
<addr-line><![CDATA[ Colorado]]></addr-line>
<country>USA</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,University of Northern  ]]></institution>
<addr-line><![CDATA[ Colorado]]></addr-line>
<country>USA</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>04</month>
<year>2025</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>04</month>
<year>2025</year>
</pub-date>
<volume>26</volume>
<numero>54</numero>
<fpage>3</fpage>
<lpage>12</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2594-01632025000100003&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2594-01632025000100003&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2594-01632025000100003&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT As artificial intelligence (AI) becomes increasingly prevalent, ensuring its ethical development and deployment is paramount. This paper proposes a value-based approach to AI ethics, focusing on four key principles: accountability, transparency, explainability, and usability. By examining these principles, providing real-world examples, and discussing implementation challenges, we contribute to the ongoing discourse on responsible AI development and offer practical insights for stakeholders across various industries.]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN A medida que la inteligencia artificial (IA) se vuelve cada vez más omnipresente en la sociedad, garantizar su desarrollo e implementación ética es fundamental. Este documento propone un enfoque basado en valores para la ética de la IA, centrándose en cuatro principios clave: responsabilidad, transparencia, explicabilidad y usabilidad. Al examinar estos principios a través de una revisión bibliográfica exhaustiva y proporcionar ejemplos del mundo real, contribuimos al discurso continuo sobre el desarrollo responsable de la IA y ofrecemos ideas prácticas para las partes interesadas de diversas industrias.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Artificial Intelligence Ethics]]></kwd>
<kwd lng="es"><![CDATA[Accountability]]></kwd>
<kwd lng="es"><![CDATA[Transparency]]></kwd>
<kwd lng="es"><![CDATA[Explainability]]></kwd>
<kwd lng="es"><![CDATA[Usability]]></kwd>
<kwd lng="en"><![CDATA[O30]]></kwd>
<kwd lng="en"><![CDATA[K24]]></kwd>
<kwd lng="en"><![CDATA[D63]]></kwd>
<kwd lng="es"><![CDATA[Ética de la Inteligencia Artificial]]></kwd>
<kwd lng="es"><![CDATA[Responsabilidad]]></kwd>
<kwd lng="es"><![CDATA[Transparencia]]></kwd>
<kwd lng="es"><![CDATA[Explicabilidad]]></kwd>
<kwd lng="es"><![CDATA[Usabilidad]]></kwd>
<kwd lng="es"><![CDATA[M21]]></kwd>
</kwd-group>
</article-meta>
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<surname><![CDATA[Chen]]></surname>
<given-names><![CDATA[H.]]></given-names>
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<name>
<surname><![CDATA[Lusch]]></surname>
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<name>
<surname><![CDATA[Li]]></surname>
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<article-title xml:lang=""><![CDATA[Social media analytics and intelligence]]></article-title>
<source><![CDATA[IEEE Intelligent Systems]]></source>
<year>2021</year>
<volume>36</volume>
<numero>6</numero>
<issue>6</issue>
<page-range>13-6</page-range></nlm-citation>
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</article>
