Considerations in artificial intelligence-based marketing: An ethical perspective

Animesh Kumar Sharma and Rahul Sharma
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Animesh Kumar Sharma: Research Scholar, Mittal School of Business, Lovely Professional University, India
Rahul Sharma: Professor, Mittal School of Business, Lovely Professional University, India

Applied Marketing Analytics: The Peer-Reviewed Journal, 2023, vol. 9, issue 2, 162-172

Abstract: The growing use of artificial intelligence (AI) in marketing poses several ethical concerns. Marketers must ensure the secure and productive application of customer data when using artificial intelligence. Moreover, despite its supposed impartiality, they must acknowledge the probability of partiality within AI. To ensure ethical practice, engineers and marketers should take measures such as respecting consumer privacy, verifying data accuracy and preventing algorithmic bias. Numerous kinds of research have demonstrated biases in facial recognition applications of artificial intelligence and machine learning. This has sparked intense study into the subject of fairness in machine learning and to promote algorithms some toolkits have been created to reduce biases and understand black box models. This study addresses ethical issues in the application of artificial intelligence in marketing and provides an overview of fairness concepts, methodologies and tools as they apply to marketing activities.

Keywords: ethics; artificial intelligence; machine learning; AI; ML; marketing (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2023
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