Artificial intelligence and predictive marketing: an ethical framework from managers’ perspective

Q1 Business, Management and Accounting

Spanish Journal of Marketing - ESIC Pub Date : 2024-02-15 DOI:10.1108/sjme-06-2023-0154

Hina Naz, Muhammad Kashif

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引用次数: 0

Abstract

Purpose Artificial intelligence (AI) offers many benefits to improve predictive marketing practice. It raises ethical concerns regarding customer prioritization, market share concentration and consumer manipulation. This paper explores these ethical concerns from a contemporary perspective, drawing on the experiences and perspectives of AI and predictive marketing professionals. This study aims to contribute to the field by providing a modern perspective on the ethical concerns of AI usage in predictive marketing, drawing on the experiences and perspectives of professionals in the area. Design/methodology/approach The study conducted semistructured interviews for 6 weeks with 14 participants experienced in AI-enabled systems for marketing, using purposive and snowball sampling techniques. Thematic analysis was used to explore themes emerging from the data. Findings Results reveal that using AI in marketing could lead to unintended consequences, such as perpetuating existing biases, violating customer privacy, limiting competition and manipulating consumer behavior. Originality/value The authors identify seven unique themes and benchmark them with Ashok’s model to provide a structured lens for interpreting the results. The framework presented by this research is unique and can be used to support ethical research spanning social, technological and economic aspects within the predictive marketing domain.

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人工智能和预测性营销：从管理者角度看伦理框架

目的人工智能（AI）为改进预测性营销实践带来了许多好处。它引发了有关客户优先级、市场份额集中和消费者操纵的伦理问题。本文借鉴人工智能和预测营销专业人士的经验和观点，从当代视角探讨了这些伦理问题。本研究旨在从现代视角探讨人工智能在预测性营销中的应用所引发的伦理问题，并借鉴该领域专业人士的经验和观点，从而为该领域做出贡献。研究结果表明，在营销中使用人工智能可能会导致意想不到的后果，如延续现有偏见、侵犯客户隐私、限制竞争和操纵消费者行为。本研究提出的框架是独一无二的，可用于支持预测性营销领域内横跨社会、技术和经济方面的伦理研究。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Spanish Journal of Marketing - ESIC Business, Management and Accounting-Marketing

CiteScore

9.10

自引率

0.00%

发文量

审稿时长

12 weeks

期刊介绍： Expected manuscript profile: SJM-ESIC is especially interested in submissions that include unique and novel contributions on the frontier of knowledge, focused on emerging areas relevant to academic research in marketing or even opening new research niches. New methodologies and techniques are particularly appreciated. SJM-ESIC welcomes a wide array of original contributions (quantitative or qualitative empirical analysis, critical literature reviews, meta-analysis, theoretical papers, agenda for future research, etc.), as well as research that cross the frontiers between marketing and other related areas. Submitted manuscripts can be focused on Spanish, Latin-American, but also any other relevant market. Agenda for Future Research: Considering the interest of the SJM-ESIC for unique and novel contributions on the frontier of knowledge, this section aims to create a space for critical reflection of new directions in which future specialized research in the marketing field should advance. The Agenda for Future Research section welcomes contributions outlining emerging opportunities in the marketing discipline derived, for example, from changes in consumers'' behaviour. New challenges in this evolving field might be also addressed. In sum, this section aims to propose new research avenues for marketing academics in order to inspire future research agendas. Leading researchers in the marketing discipline, either alone or in collaboration, are highly encouraged to contribute to this Agenda for Future Research section. Due to the particularities of this type of contributions, no restrictions on manuscript structure apply.