This study examines the ethical and secure deployment of generative artificial intelligence in enterprise environments, with emphasis on innovation, data privacy, and risk governance. It addresses the gap between the rapid organisational adoption of generative AI systems and the slower development of institutional mechanisms for managing ethical, privacy, security, and regulatory risks. The study identifies the absence of a validated, integrated governance instrument that combines ethical, privacy, security, and enterprise risk controls for the specific characteristics of generative systems. A desk-based mixed-methods approach was used, combining systematic literature review, document analysis, thematic synthesis, comparative evaluation of governance frameworks, and Analytic Hierarchy Process weighting. Evidence was drawn from peer-reviewed literature and authoritative international governance instruments. Eight governance dimensions were assessed: scope and coverage, risk classification, data privacy, ethics and accountability, security controls, legal enforceability, enterprise applicability, and adaptability to generative AI. The findings show that existing governance instruments provide useful but fragmented coverage when applied independently. Ethics and accountability emerged as the highest-weighted dimension, followed by data privacy, security controls, and enterprise applicability. The proposed framework integrates five pillars: ethics and accountability, privacy and data governance, security governance, enterprise risk management, and innovation and compliance alignment. The study concludes that responsible enterprise deployment of generative AI requires coordinated, multi-layered governance rather than reliance on isolated ethical, technical, or legal controls.