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Advertising Benefits from Ethical Artificial Intelligence Algorithmic Purchase Decision Pathways

Author

Listed:
  • Waymond Rodgers

    (University of Texas, El Paso/University of Hull)

  • Tam Nguyen

    (The University of Da Nang
    University of Hull)

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.

Suggested Citation

  • Waymond Rodgers & Tam Nguyen, 2022. "Advertising Benefits from Ethical Artificial Intelligence Algorithmic Purchase Decision Pathways," Journal of Business Ethics, Springer, vol. 178(4), pages 1043-1061, July.
    • Handle: RePEc:kap:jbuset:v:178:y:2022:i:4:d:10.1007_s10551-022-05048-7
    DOI: 10.1007/s10551-022-05048-7
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    Cited by:

    1. Michael Haenlein & Ming-Hui Huang & Andreas Kaplan, 2022. "Guest Editorial: Business Ethics in the Era of Artificial Intelligence," Journal of Business Ethics, Springer, vol. 178(4), pages 867-869, July.

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