Reflexivity and AI start-ups: A collective virtue for dynamic teams

This paper investigates the ethical challenges faced by AI-driven start-ups, where the rapid pace of innovation and limited resources often preclude team members from fully understanding the product under development or its societal implications. We propose the concept of “swarm moral reflexivity”, where ethical reflection emerges collectively from the interactions of individuals focused on their specific tasks. Drawing on Swarm Intelligence theories and Alasdair MacIntyre's framework of moral deliberation, this approach enables teams to engage with ethical issues through daily encounters with conflicting responsibilities, rather than relying on top-down value systems or comprehensive ethical oversight. Our model suggests that decentralised, collective moral awareness can effectively support Responsible Innovation in AI start-ups, ensuring that ethical concerns are recognised and addressed throughout the development process, even in fast-paced and resource-constrained environments.