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Ethics & AI: Identifying the ethical issues of AI in marketing and building practical guidelines for marketers

Benkert, Can-Luca M. (2019) Ethics & AI: Identifying the ethical issues of AI in marketing and building practical guidelines for marketers.

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Abstract:Artificial intelligence is already a core part of various marketing activities. With the ever-increasing amount of data created and gathered every day – and the utmost (business) value of that data – artificial intelligence is only going to continue its steep rise, impacting marketing departments among the most significantly in businesses. Yet, recent uproars of data mistreat, such as the Cambridge Analytica case, have started to shed light on what ethical problems these applications are imposing and how to handle them. In order to identify these issues and to extrapolate appropriate guidelines specifically for marketers, this paper first explains what artificial intelligence and ethics mean in the context of marketing, then continues by conducting a critical literature review (n=29) on the ethical issues of AI and approaches to solve them, and finally compares the results to seven expert interviews by both business practitioners and academic researchers. Resulting from the literature review and the interviews, a set of eight ethical issues and 21 combined guidelines are identified and a conclusive graphical representation of the combined findings, grouping the guidelines into five different levels, is constructed. The research also showed that, while many of the identified ethical problems can be addressed with respective guidelines, the question of ethics of AI will be a continuous topic for organizations and research alike and will thus need pertaining focus.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
Link to this item:http://purl.utwente.nl/essays/78303
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