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Considerations in artificial intelligence-based marketing: An ethical perspective

Author

Listed:
  • Sharma, Animesh Kumar

    (Research Scholar, Mittal School of Business, Lovely Professional University, India)

  • Sharma, Rahul

    (Professor, Mittal School of Business, Lovely Professional University, India)

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.

Suggested Citation

  • Sharma, Animesh Kumar & Sharma, Rahul, 2023. "Considerations in artificial intelligence-based marketing: An ethical perspective," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, vol. 9(2), pages 162-172, October.
    • Handle: RePEc:aza:ama000:y:2023:v:9:i:2:p:162-172
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    More about this item

    Keywords

    ethics; artificial intelligence; machine learning; AI; ML; marketing;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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