AI's Impact: Ethics, Virtual Influencers, and Marketing Transformation Examined
Source: frontiersin.org
Artificial intelligence is reshaping marketing, bringing both opportunities and challenges. New research highlights the ethical considerations, the rise of virtual influencers, and the need for strategic integration.
Generative AI Ethics
One study emphasizes the moral conditions for using generative AI in marketing. Transparency, fairness, and accountability are key. Intellectual property is critical for brand reputation.
The evaluation of generative AI should include ethical safeguards. These safeguards help maintain consumer trust and long-term legitimacy.
Virtual Influencers in Crisis
Another study examines AI-generated personas in crisis situations. Humanized virtual influencers can foster perceptions of similarity. They also help in identification.
Enhancing mental human-likeness and narrative richness boosts message acceptance. This also helps in repairing brand image.
AI's Wide-Ranging Role
AI offers cost reduction, scalability, and personalization in marketing. It also presents risks like data privacy violations and cybersecurity threats.
Effective adoption requires technological innovation, governance, and skills development. EU policies like the Digital Decade support this.
Customer Engagement and Personalization
AI supports customer engagement and personalization across industries. Factors like trust and ease of use shape consumer acceptance.
Transparency concerns and ethical dilemmas can hinder adoption. Integrating AI across strategic dimensions is essential.
The Socio-Technical Transformation
AI in marketing communication is a profound socio-technical transformation. Ethical inquiry and systemic risk assessment are vital perspectives.
A holistic approach is needed, recognizing the interdependence of technology and human perception. Organizational strategy and regulatory oversight are also important.
Future Research Directions
Future research should explore how AI can be integrated responsibly into marketing. Embedding ethical standards into AI design is crucial.
Under what conditions will consumers accept AI communicators as credible? What regulatory frameworks balance innovation with accountability?
Balancing Opportunity and Risk
The balance between opportunity and risk will shape consumer perceptions. Progress depends on how organizations design and govern AI use.
Foregrounding ethics, authenticity, and responsibility is essential. This approach fosters innovation, trust, and sustainable engagement.