Nuveo: Digital Ethics and Artificial Intelligence for Real World Challenges

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Gabrielle Marques Castelo Branco Biondi orcid
Adrian Kemmer Cernev orcid


This teaching case presents the dilemma faced by Nuveo in its quest to grow sustainably and consolidate itself in the Brazilian artificial intelligence market. When the opportunity comes to offer his image recognition technology for public safety, the startup’s founder finds himself up against ethical issues. By telling Nuveo’s story, this teaching case allows the identification of principles and recommendations for ethical development and use of AI systems, enabling discussions about ethical challenges related to digital transformation and its impacts on individuals, companies, and society. It is intended for use at undergraduate and graduate courses in business administration, public administration, and information technology and can be applied in disciplines that address digital ethics, ESG (environmental, social, and governance), and artificial intelligence.


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How to Cite
Biondi, G. M. C. B., & Cernev, A. K. (2023). Nuveo: Digital Ethics and Artificial Intelligence for Real World Challenges. Journal of Contemporary Administration, 27(3), e220063.
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