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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 betweendoi:10.1007/s10551-021-04843-y pmid:34054170 pmcid:PMC8150633 fatcat:5kb54mmvvjgerhd7hygkehklfe