Leveraging Artificial Intelligence in Marketing for Social Good—An Ethical Perspective

Erik Hermann
2021 Journal of Business Ethics  
AbstractArtificial intelligence (AI) is (re)shaping strategy, activities, interactions, and relationships in business and specifically in marketing. The drawback of the substantial opportunities AI systems and applications (will) provide in marketing are ethical controversies. Building on the literature on AI ethics, the authors systematically scrutinize the ethical challenges of deploying AI in marketing from a multi-stakeholder perspective. By revealing interdependencies and tensions between
more » ... thical principles, the authors shed light on the applicability of a purely principled, deontological approach to AI ethics in marketing. To reconcile some of these tensions and account for the AI-for-social-good perspective, the authors make suggestions of how AI in marketing can be leveraged to promote societal and environmental well-being.
doi:10.1007/s10551-021-04843-y pmid:34054170 pmcid:PMC8150633 fatcat:5kb54mmvvjgerhd7hygkehklfe