University of Twente Student Theses


Ethics of the marketing communication of AI-based services

Wind, T.J.A. (2020) Ethics of the marketing communication of AI-based services.

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Abstract:As the current technological proliferations continues to incorporate Artificial Intelligence (AI) in business to consumer (B2C) products and services, the safety of consumers is at stake. While guidelines for the development of AI is already in motion, the marketing communication of these services is currently overlooked. Yet marketing communication is fundamental in a society’s understanding of reality. Hence, a society’s understanding of AI. Consumers need to be aware of the possible dangers these products are holding. Accordingly, this work proposes an initial set of 6 appropriate guidelines for the marketing communication of AI-based services. First, a set of preliminary guidelines were drawn from an ethical framework which was described using principlism. Second, the development and the preliminary guidelines were evaluated among a panel of experts. Feedback was used to finalize the preliminary guidelines in a final set. Third, the final set was evaluated for its appropriateness among marketing communication professionals through an online questionnaire. The guidelines proved to be appropriate in describing the elements critical for ethical marketing communication of AI-based services. However, the guidelines are not yet applicable. This work opens the dialogue about ethical marketing communication of AI-based services and facilitates future research in to developing applicable guidelines.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies, 08 philosophy, 10 humanities in general, 17 linguistics and theory of literature, 70 social sciences in general
Programme:Communication Studies MSc (60713)
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