The Ethics of AI-Driven Marketing: Challenges and Opportunities

Abstract

This study explores the ethical challenges involved in using artificial intelligence (AI) in marketing, with a focus on issues like privacy, transparency, and algorithmic bias. It aims to identify responsible practices that support innovation while maintaining consumer trust and aligning with societal values. Using a structured survey, data was collected from 215 respondents and analyzed through statistical models to examine the relationships among Transparency, Privacy, Ethics, Adaptability, Cooperation, and Consumer Trust. The findings show that Transparency and Privacy significantly influence consumer trust in AI-driven marketing. However, Adaptability, Cooperation, and Ethical AI practices did not show statistically significant effects, indicating a gap between ethical efforts and consumer awareness. These results emphasize the need for better communication and education about ethical AI. While limited by its sample and reliance on self-reported data, the study offers valuable insights and practical recommendations for marketers to adopt more transparent and privacy-focused AI strategies.