The Problem of Consumer Ethics in the Context of AI Application - Scoping Review

Purpose: The aim of the study was to identify the current state of knowledge on consumer ethics in the context of artificial intelligence used and to appointment the main knowledge gaps based on this analysis. Design/Methodology/Approach: To achieve the stated objective, the scoping review method was employed to map the existing knowledge on the studied issue. Bibliometric analysis was conducted based on 116 articles from the Web of Science and Scopus databases, using a variety of bibliometric tools and techniques. Findings: The results indicate an upward trend in scientific publications between 2019 and 2024. Frequent author keywords include topics such as artificial intelligence ethics, business ethics, consumer privacy, and AI marketing. The analysed publications feature contributions from authors collaborating in countries such as the USA, Canada, South Korea, and Australia. The discourse on artificial intelligence and consumer ethics is dominated by several key research centres and authors. Influential and frequently cited publications have been identified. Practical Implications: The results indicate the unethical practices towards consumers associated with the application of AI that are identified and discussed in the scientific literature. This enables the outlining of directions for further research and debate on this issue. The findings can also assist companies in identifying ethical challenges related to the use of AI in marketing activities. Originality/Value: The study provides new insights into the current state of knowledge in the science of ethical risks to consumers associated with AI. It provides valuable information for both the academic community and practitioners.