Data security and privacy concerns of AI-driven marketing in the context of economics and business field: an exploration into possible solutions

Hitmi Khalifa Alhitmi, Alin Mardiah, Khalid Ibrahim Al-Sulaiti and Jaffar Abbas

Cogent Business & Management, 2024, vol. 11, issue 1, 2393743

Abstract: Interest in artificial intelligence (AI) is widespread across several industries, such as marketing, but worries about its ethical and legal consequences are increasing. This article examines concerns regarding data security and privacy in AI-powered marketing and discusses possible remedies. The study compiles information from academic articles using a comprehensive literature review. The key conclusions emphasise issues including data confidentiality, distribution, cyberattacks, fraud, and disinformation. Addressing these concerns involves providing privacy insurance, improving technology readiness, enforcing security regulations, and building regulatory frameworks. The report emphasises the need for transparency in the use of AI by marketing professionals, highlighting the need to keep clients aware of data practices. This research establishes the foundation for future investigation, encouraging continuous discussion and examination of this developing topic.

Date: 2024
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DOI: 10.1080/23311975.2024.2393743

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