Artificial intelligence and marketing: Driving more ethical strategies

Abstract

The advent of machine learning (ML) and artificial intelligence (AI) has driven unimaginable benefits and opportunities across every industry. But just like any technology or innovation, once in the hands of human beings there is an increased potential for ethical abuse — so much so that governments around the globe have leaned in hard to regulate these technologies. Marketers and customer engagement practitioners who leverage these technologies to improve customer engagement can deliver more ethical AI-driven outcomes by governing their strategy with four components: transparency, robustness, fairness and empathy.