An Examination of Ethical Challenges in the Application of AI in Marketing

Yushan Zhao

International Journal of Business and Management, 2025, vol. 20, issue 4, 113

Abstract: This study examines the ethical challenges that arise when companies use artificial intelligence (AI) in marketing. AI has the potential to improve business operations through task automation, data analysis, and personalized customer experiences. However, it also introduces significant ethical concerns, such as privacy issues, algorithmic bias, and consumer manipulation. Through a case study, this research explores how AI marketing tools can negatively impact customer trust and loyalty. It delves into the ethical issues faced by businesses, such as invasive data collection, biased algorithms, and marketing tactics that exploit consumer vulnerabilities. By adopting ethical AI practices, businesses can mitigate risks while promoting fairness, accountability, and long-term success in today’s digital marketplace.

Date: 2025
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