Advertising Benefits from Ethical Artificial Intelligence Algorithmic Purchase Decision Pathways

Waymond Rodgers () and Tam Nguyen ()
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Waymond Rodgers: University of Texas, El Paso/University of Hull
Tam Nguyen: The University of Da Nang

Journal of Business Ethics, 2022, vol. 178, issue 4, No 10, 1043-1061

Abstract: Abstract Artificial intelligence (AI) has dramatically changed the way organizations communicate, understand, and interact with their potential consumers. In the context of this trend, the ethical considerations of advertising when applying AI should be the core question for marketers. This paper discusses six dominant algorithmic purchase decision pathways that align with ethical philosophies for online customers when buying a product/goods. The six ethical positions include: ethical egoism, deontology (i.e., rule-based), relativist, utilitarianism, virtue ethics, and ethics of care (i.e., stakeholders’ perspective). Furthermore, this paper launches an “intelligent advertising” AI theme by examining its present and future as well as identifying the key phases of intelligent advertising. Several research questions are offered to guide future research on intelligent advertising to benefit ethical AI decision-making. Finally, several areas that can be widely applied to ethical intelligent advertising are suggested for future research.

Keywords: Ethical considerations; Digital marketing; AI Algorithms (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (3)

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DOI: 10.1007/s10551-022-05048-7

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