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Research paper

Considerations in artificial intelligence-based marketing: An ethical perspective

Animesh Kumar Sharma and Rahul Sharma
Applied Marketing Analytics: The Peer-Reviewed Journal, 9 (2), 162-172 (2023)
https://doi.org/10.69554/RAPQ3226

Abstract

The growing use of artificial intelligence (AI) in marketing poses several ethical concerns. Marketers must ensure the secure and productive application of customer data when using artificial intelligence. Moreover, despite its supposed impartiality, they must acknowledge the probability of partiality within AI. To ensure ethical practice, engineers and marketers should take measures such as respecting consumer privacy, verifying data accuracy and preventing algorithmic bias. Numerous kinds of research have demonstrated biases in facial recognition applications of artificial intelligence and machine learning. This has sparked intense study into the subject of fairness in machine learning and to promote algorithms some toolkits have been created to reduce biases and understand black box models. This study addresses ethical issues in the application of artificial intelligence in marketing and provides an overview of fairness concepts, methodologies and tools as they apply to marketing activities.

Keywords: ethics; artificial intelligence; machine learning; AI; ML; marketing

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Author's Biography

Animesh Kumar Sharma is a research scholar at Mittal School of Business, Lovely Professional University, Phagwara, Punjab, India. His research interests are digital marketing, social media marketing, search engine marketing and the applications of technology in business.

Rahul Sharma is a highly accomplished professor of marketing with over 14 years of experience in academia. He has a PhD in marketing and has published over 15 articles in high-quality journals in the field. Dr Sharma's research interests include consumer behaviour, business analytics and digital marketing. In addition to his research, Dr Sharma is also a highly sought-after resource person in various faculty development programmes.

Citation

Sharma, Animesh Kumar and Sharma, Rahul (2023, October 1). Considerations in artificial intelligence-based marketing: An ethical perspective. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 9, Issue 2. https://doi.org/10.69554/RAPQ3226.

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cover image, Applied Marketing Analytics: The Peer-Reviewed Journal
Applied Marketing Analytics: The Peer-Reviewed Journal
Volume 9 / Issue 2
© Henry Stewart
Publications LLP

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