Beyond the Barcode: A Walk Down the Ethical Ailse of Amazon Wev Sercives' Just Walk Out Technology

Abstract

With Artificial Intelligence technologies becoming a still more internationally present phenomenon within the sphere of retail, this thesis sets out to investigate if, then how, Amazon communicates ethical aspects regarding consumer concerns within the context of the Just Walk Out technology, and additionally, how normative ethical theories can inform guidelines for communication about this kind of technology in rela- tion to consumer concerns. In order to investigate this problem formulation qualitatively, the method of analysis applied in this thesis is a content analysis. The content analysis is guided by questions, that are informed by the normative ethical theories of Utilitarianism in accordance with Jeremy Bentham and John Stuart Mill, Kantian Ethics as formulated by Immanuel Kant, and lastly, Aristotle’s Virtue Ethics. The data for the content analysis consists of media texts addressing the Just Walk Out technology publicly available and published by Amazon. Aligning with the qualitative scope of this thesis, the scientific research para- digm subscribed to is Interpretivism. This research paradigm allows for investigation of the problem for- mulation through interpretation in order to identify meanings. Prior to the conduction of the content analysis, a literature review on TAM-studies regarding self-checkout technologies shows the key factors for consumers’ acceptance of this kind of technology includes level of trust, perceived usefulness, perceived ease of use and its entertainment properties. Moreover, a connection between technology acceptance and consumer concerns is established through an account of the European Parliament’s AI Act. In addition, a description of normative ethics in general and the three normative ethical theories serving as the theoretical framework is accounted for to systemically identify which, if any, areas of focus regarding normative ethics, Amazon addresses when communicating about the Just Walk Out technology. The findings of the analysis are interpreted to be predominantly focused on utilitarian benefits and minimi- sation of pain points regarding consumers’ retail experience. However, the findings of the content analysis also suggests that Amazon does communicate in accordance to address consumer’s rights and autonomy and address virtues such as transparency and fairness, respectively aligning with Kantian ethics and Aris- totle’s Virtue Ethics. By discussing the findings, it is concluded that Amazon’s communication can be interpreted as seeking to address ethical aspects of its technology due to the alignment of the factors found to be important for user acceptance and within the AI Act due to the connection between the subjects com- municated and the discussion on how companies can address consumer concerns regarding this kind of technology. Additionally, it is found that generally normative ethical theories can be able to inform guide- lines on communication about this kind of technology and when their frameworks are combined, they offer a multi-faced and holistic framework guiding communications. Lastly, the limitations of this thesis are accounted for and a suggestion for further research on the subject is proposed.

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A master thesis from Aalborg University

Beyond the Barcode: A Walk Down the Ethical Ailse of Amazon Wev Sercives' Just Walk Out Technology