The Ethical Challenges of Artificial Intelligence in Marketing

Ahmadreza Samimi

doi:10.63053/ijmea.46

Authors

Ahmadreza Samimi Master's Degree, Islamic Azad University, Public Administration, Human Resources Concentration

DOI:

https://doi.org/10.63053/ijmea.46

Keywords:

Artificial Intelligence, Digital Marketing, AI Ethics, Personalization, Machine Learning, Metaverse, Data Privacy

Abstract

Artificial intelligence, as one of the most important transformative technologies of the present era, has had a profound impact on various business sectors, especially marketing. This research aims to provide a comprehensive analysis of the role of artificial intelligence in marketing by examining the challenges, opportunities, and ethical considerations associated with this technology. Using a systematic literature review method and qualitative content analysis, a collection of reputable articles published between 2019 and 2024 has been analyzed. The findings of the research indicate that artificial intelligence has significant potential to enhance the effectiveness of marketing activities through personalizing customer experiences, automating processes, and providing data-driven insights. However, there are also significant challenges such as data privacy, algorithmic bias, and issues related to transparency. This research presents a comprehensive framework for the ethical integration of artificial intelligence in marketing, emphasizing the principles of transparency, fairness, and data privacy. Additionally, the importance of intelligent collaboration between humans and artificial intelligence as an approach to optimally leverage the capabilities of this technology is discussed. The research concludes by offering practical recommendations for the responsible implementation of artificial intelligence in marketing and identifying areas that require further research

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