Digital Frontiers: Assessing the Influence and Ethical Challenges of AI in Online Marketing

Zaharia Giulia-Elena (), Apostol Ingrid Georgeta (), Savin Petre Sorin () and Tanase Ionut ()
Additional contact information
Zaharia Giulia-Elena: The Bucharest University of Economics Studies, Bucharest, Romania
Apostol Ingrid Georgeta: The Bucharest University of Economics Studies, Bucharest, Romania
Savin Petre Sorin: The Bucharest University of Economics Studies, Bucharest, Romania
Tanase Ionut: The Bucharest University of Economics Studies, Bucharest, Romania

Proceedings of the International Conference on Business Excellence, 2024, vol. 18, issue 1, 3699-3710

Abstract: In the current digital age, online marketing is a key factor in the success of companies, influencing the relationships among businesses. Artificial intelligence (AI) is leading the way in this evolution, fundamentally changing the tactics and structure of online marketing. This paper examines the major effects and ethical concerns related to incorporating AI in online marketing strategies. Starting with a summary of AI’s development and its crucial position in present-day marketing, the research emphasizes its revolutionary functions such as making decisions based on data, providing customized user experiences, and automating processes. By developing AI algorithms, marketers can analyse bigger datasets, determine patterns, and predict trends, introducing the world into a new era of marketing innovation. A central focus of AI in online marketing is its ability to deliver highly personalized experiences to consumers, driven by the analysis of users’ behaviour, preferences and historical data. This personalized approach improves user engagement and drives conversion rates. AI also empowers marketers with real-time data processing and analysis, offering valuable insights into consumer behaviour, market trends, and campaign performance. Of course, besides its transformative potential, the integration of AI in online marketing presents significant ethical considerations. Issues such as data privacy, algorithmic tendency, and transparency necessitate careful consideration to ensure responsible and ethical AI usage in marketing practices. Going through a comprehensive exploration of AI’s impact and ethical implications in online marketing, this paper aims to provide valuable insights into the evolving landscape of digital marketing and the ethical considerations essential for navigating this dynamic zone.

Keywords: AI; marketing; consumer behavior; ethical issues; security; ChatGPT (search for similar items in EconPapers)
Date: 2024
References: View complete reference list from CitEc
Citations:

Downloads: (external link)
https://doi.org/10.2478/picbe-2024-0300 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:vrs:poicbe:v:18:y:2024:i:1:p:3699-3710:n:1050

DOI: 10.2478/picbe-2024-0300

Access Statistics for this article

Proceedings of the International Conference on Business Excellence is currently edited by Alina Mihaela Dima

More articles in Proceedings of the International Conference on Business Excellence from Sciendo
Bibliographic data for series maintained by Peter Golla ().