Defining and Shaping JUST AI With Martin Whittaker

Artificial intelligence has the power to reshape economies, societies, and our daily lives. But with its rapid rise comes an important question: how can we ensure AI is developed and applied ethically so that it serves humanity instead of harming it? Responsible use requires transparency, accountability, and inclusivity—but defining and implementing these is complex. JUST Capital, a nonprofit dedicated to advancing just business practices, is addressing this challenge by exploring what “just AI” looks like, while also giving both the public and companies a voice in shaping its future.We invited Martin Whittaker, CEO of JUST Capital, to speak about how companies can responsibly navigate the opportunities and risks of AI. He highlighted the importance of aligning AI strategies with company values, building strong governance, and listening to stakeholders to guide ethical decision-making. Martin also shared insights from JUST Capital’s new research, which reveals a gap between companies acknowledging AI and those taking meaningful steps, such as workforce training and transparency. He ultimately challenges business leaders to reflect on what it means to be a truly human company in an AI-driven world while assuming the responsibility that comes with this technology.Listen for insights on:How AI layoffs may require new ethical standards and practicesWhy company culture determines success in AI adoption and useLessons from early leaders like IBM and Boston ScientificThe growing role of investors in shaping AI accountabilityResources + Links:Martin Whittaker’s LinkedInJUST CapitalThe JUST Report: An Early Measure of JUST AI2025 JUST 100 (00:00) - Welcome to Purpose 360 (00:13) - Martin Whittaker, JUST Capital, and AI (02:40) - Who Is JUST Capital? (03:33) - Describing Justness (04:44) - Responsible AI (08:25) - Early Measure of Just AI (11:12) - Martin’s AI Usage (12:49) - AI Use Principles (14:58) - AI Study (17:04) - What Stood Out (21:44) - Adding AI Methodology (24:27) - Advice for Companies Slow to Adopt AI (26:38) - Last Thoughts (28:15) - Can AI Replace Humanity in Business? (29:57) - Wrap Up