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Leveraging Artificial Intelligence in Marketing for Social Good—An Ethical Perspective

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  • Erik Hermann

    (IHP - Leibniz-Institut für innovative Mikroelektronik)

Abstract

Artificial 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 between ethical principles, the authors shed light on the applicability of a purely principled, deontological approach to AI ethics in marketing. To reconcile some of these tensions and account for the AI-for-social-good perspective, the authors make suggestions of how AI in marketing can be leveraged to promote societal and environmental well-being.

Suggested Citation

  • Erik Hermann, 2022. "Leveraging Artificial Intelligence in Marketing for Social Good—An Ethical Perspective," Journal of Business Ethics, Springer, vol. 179(1), pages 43-61, August.
    • Handle: RePEc:kap:jbuset:v:179:y:2022:i:1:d:10.1007_s10551-021-04843-y
    DOI: 10.1007/s10551-021-04843-y
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    Cited by:

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    5. Bora Gündüzyeli, 2024. "Artificial Intelligence in Digital Marketing Within the Framework of Sustainable Management," Sustainability, MDPI, vol. 16(23), pages 1-16, November.
    6. Gregor Wolbring & Simerta Gill, 2023. "Potential Impact of Environmental Activism: A Survey and a Scoping Review," Sustainability, MDPI, vol. 15(4), pages 1-46, February.
    7. Sebastian Matysik & Joanna Wisniewska, 2024. "The Problem of Consumer Ethics in the Context of AI Application - Scoping Review," European Research Studies Journal, European Research Studies Journal, vol. 0(Special B), pages 694-708.
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    9. de Kervenoael, Ronan & Schwob, Alexandre & Hasan, Rajibul & Psylla, Evangelia, 2024. "SIoT robots and consumer experiences in retail: Unpacking repeat purchase intention drivers leveraging computers are social actors (CASA) paradigm," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).

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