AI's Ethical Crossroads: Marketing, Trust, and the Future of Engagement

As artificial intelligence permeates marketing, ethical considerations are paramount. A new study emphasizes transparency, fairness, and accountability in AI's application. These principles are vital for maintaining consumer trust and brand reputation.

AI Personas in Crisis Communication

Research explores AI-generated personas during crises. Human virtual influencers foster stronger connections. Enhancing their mental "human-likeness" improves message acceptance and repairs brand image.

AI's Broad Impact on Marketing Activities

AI offers benefits like cost reduction and personalization across marketing. However, it poses risks: data privacy, cybersecurity, and job displacement. EU policies highlight the need for governance and skills development.

AI and Customer Engagement

AI enhances customer engagement and personalization across industries. Consumer acceptance hinges on trust and ease of use. Addressing transparency concerns is essential for unlocking AI's marketing potential.

A Socio-Technical Transformation

AI in marketing is more than new tools; it's a deep transformation. Ethical inquiry and risk assessment are key perspectives. This approach requires integrating technology, human perception, and organizational strategy.

The Path Forward for AI in Marketing

Future research should focus on responsible AI integration. Key questions involve embedding ethical standards and ensuring consumer acceptance. Regulatory frameworks must balance innovation with accountability.

Balancing Opportunity and Risk

The balance between opportunity and risk shapes consumer perceptions. Progress depends on how organizations design and govern AI use. Ethics and authenticity are crucial for fostering innovation and trust.