An Exploratory Study on the Dark Sides of Artificial Intelligence Adoption: Privacy’s Invasion for Intelligent Marketing and Intelligent Services

The study reviews both positive and negative impacts for the adoption of Artificial Intelligent (AI) in the different sectors, to explore further about the dark sides of artificial intelligence adoption. The study further aims to explore about issues arise in invasion of users’ privacy with the adoption of AI in intelligent marketing and intelligent services. The study adopts qualitative research method, to distribute face-to-face qualitative open-ended questionnaires, which is exploratory in nature, to the selective samples, based on purposive sampling method. Thematic data analysis is adopted to generate the qualitative findings from the open-ended questionnaires. The thematic analysis covers SIX (6) major themes: stolen of personal privacy, hackers sabotage, tracking personal whereabouts, monitoring personal information, privacy violation in face recognition and filling of personal information. Furthermore, the data findings reveal about thinking and perceptions of the participants to address issues of privacy invasion and data breaches. The research findings identify ELEVEN (11) types of threats in privacy, in extension of the previous Taxonomy of privacy threats proposed by Solove (2006), which include only Four (4) types of privacy threats. Government initiatives, service providers with AI-based features and self-awareness of users, each plays a role to better prevent issues of privacy invasion. In conclusion, the appropriate actions and measurements should be taken to address the invasion of users’ privacy by Artificial Intelligent (AI) in intelligent marketing and intelligent services.