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Does Artificial Intelligence Raise Any Ethical Issues When Used for Advertising Personalization by E-commerce Stores

Apostolov, Nikola (2019) Does Artificial Intelligence Raise Any Ethical Issues When Used for Advertising Personalization by E-commerce Stores.

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Abstract:This article focuses on the potential ethical issues that could arise from implementing artificial intelligence tools into advertising personalization for E-commerce stores. As almost every company advertises their product on the Internet users are exposed to thousands of ads each day. In order for firms to stand out, advertisers personalize their ads to individual level with the goal that the customer will find the content relevant and will convert. As the technology is evolving, new software and algorithms are implemented by companies, in order to optimize the process of personalization and provide more relevant content. The next step is implementation of Artificial Intelligence in the personalization process and ethical dilemmas are arising. Advertisers and algorithm developers are trying to implement more efficient techniques, but at the same time an extensive overview should be made over the potential harms Artificial Intelligence could make. This article aims at identifying the future application of Artificial Intelligence, in order to recognize the potential arising ethical issues and recommend how E-commerce stores should proceed with respect to the users of the Internet.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
Awards:Personalized advertising, Artificial intelligence, Ethics, Data privacy, Filter bubbles, Framework
Link to this item:http://purl.utwente.nl/essays/78528
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