AI in Marketing: Ethics, Virtual Influencers, and Customer Engagement

The rise of artificial intelligence in marketing is transforming how brands connect with consumers. But with this transformation comes questions of ethics, authenticity, and long-term impact.

Ethical AI Imperatives

Generative AI's use in marketing demands a strong ethical foundation. Transparency, fairness, and accountability are critical, with intellectual property playing a vital role in maintaining brand reputation.

It's not just about efficiency or creativity; ethical safeguards build consumer trust and ensure long-term legitimacy.

Virtual Influencers in Crisis Communication

AI-generated personas are changing crisis communication. Research indicates that humanized virtual influencers can foster perceptions of similarity and identification.

Enhancing their mental human-likeness and narrative richness increases message acceptance and helps repair brand image.

AI's Expanding Marketing Role

AI is impacting advertising, public relations, and even neuromarketing. Its advantages include cost reduction, scalability, personalization, and continuous operation.

However, there are risks like data privacy violations and cybersecurity threats, necessitating governance, regulation, and skills development.

Customer Engagement and Personalization

AI supports customer engagement, personalization, and value co-creation. Consumer acceptance hinges on trust, perceived usefulness, and ease of use.

Transparency concerns and ethical dilemmas can create barriers, requiring integration across strategic, organizational, and technological dimensions.

The Path Forward

Integrating AI responsibly into marketing requires ethical standards in AI design. It also requires understanding when consumers accept AI-mediated communicators as credible.

Regulatory frameworks must balance innovation with accountability, aligning capabilities with strategic goals for long-term value. This needs interdisciplinary collaboration across marketing, ethics, and information systems.

Balancing Innovation and Trust

The balance between opportunity and risk shapes consumer perceptions and brand legitimacy. Progress relies on how organizations design, govern, and communicate AI's use.

By prioritizing ethics, authenticity, and responsibility, marketing can foster innovation, trust, and sustainable engagement.