Artificial Intelligence (AI) and Marketing Dilemmas

Pawan Kumar (), Sumesh Singh Dadwal (), Sanjay Modi (), Arsalan Mujahid Ghouri () and Hamid Jahankhani ()
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Pawan Kumar: Lovely Professional University
Sumesh Singh Dadwal: London Southbank University
Sanjay Modi: Lovely Professional University
Arsalan Mujahid Ghouri: London Southbank University
Hamid Jahankhani: Northumbria University

Chapter Chapter 10 in The Dark Side of Marketing, 2025, pp 249-288 from Springer

Abstract: Abstract Marketers face a dilemma while deciding whether to use artificial intelligence (AI) in marketing or not. The application of artificial intelligence (AI) in marketing brings in complex challenges and opportunities at the same time. On the one hand, AI enables efficiency, data analytics, predictive analytics, automation, hyper-personalisation, dynamic pricing, and effective promotional and distribution practices; however, on the other hand it raises dilemmas of biasedness and fairness, consumer privacy and security, consumer manipulations and market grooming, transparency and autonomy, consumer trust and authenticity, ethical use of AI in influencer marketing, regulation and governance, over-reliance of technology, and automation and job loses, etc. This chapter explores and discusses the application of AI in marketing, a range of decision dilemmas, and guides a way forward for marketing decision-makers.

Keywords: AI and Marketing; Hyper-personalisation; Marketing dilemma; Ethical marketing; Market grooming; Consumer manipulations; Dark patterns; AI bias; Consumer privacy; Influencer marketing (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-94946-3_10

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DOI: 10.1007/978-3-031-94946-3_10

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