Exploring the Ethical Implications of Artificial Intelligence in Marketing

This chapter aims to comprehensively explore the ethical implications of Artificial Intelligence (AI) in marketing. AI is applied in marketing activities such as personalization of user experience and product recommendations. While AI has the potential to optimize marketing processes, there are several ethical controversies. Privacy concerns, algorithmic bias, transparency, and accountability are some of the ethical challenges that are covered in this chapter. The chapter also outlines the concept of Responsible AI and issues concerning misinformation, which can be widespread through the application of AI. Cultural differences when being exposed to AI in marketing will be elaborated on. We offer insights and recommendations for researchers, practitioners, and policymakers who must navigate the ethics of artificial intelligence in marketing.