Artificial intelligence (AI) is rapidly reshaping key dimensions of contemporary society, including education, healthcare, labor, and social relations. However, the development and deployment of AI systems has been largely driven by technical priorities, frequently neglecting their broader social, political, and ethical implications. This chapter contends that sociology, as a discipline rooted in the critical analysis of institutions, power dynamics, and social structures, is indispensable to understand and guide the evolution of AI technologies. Methodologically, the chapter presents a case study conducted at the University of Alicante, involving a socio-educational innovation project based on a mixed-methods design and participatory workshops with students and faculty. The findings underscore the importance of integrating sociological perspectives into the design, implementation, and regulation of AI systems, particularly in educational and professional settings. Sociologists are especially well placed to contribute to the responsible development of AI by identifying risks and opportunities associated with these technologies, analyzing social biases and structural inequalities, and anticipating their unintended consequences. In doing so, they play a vital role in promoting sustainable, equitable, and socially informed technological innovation.