Ethical Challenges and Managerial Implications of Artificial Intelligence in Digital Marketing

This article examines the ethical challenges and managerial implications resulting from the application of artificial intelligence in digital marketing. Its purpose is to analyze the influence of artificial intelligence on the strategies of digital marketing and suggest ways, and companies can responsibly use to face these challenges. To achieve this, a documentary research methodology was performed. The results of the review highlighted three major ethical challenges: privacy, transparency, and discrimination. Privacy concerns the way of collecting and using personal data in AI-powered digital marketing practices. Transparency is critical as consumers need to know about the AI algorithms and decision-making processes behind targeted marketing efforts. Discrimination refers to potential prejudices and unfairness that AI algorithms can create. Companies need to recognize these challenges, mitigate risks, and establish mechanisms to ensure ethical practices in their AI-powered digital marketing strategies. Marketers should take a responsible and ethical approach when implementing AI, considering its potential impact on privacy, transparency, and fairness. At a societal level, we need regulations and standards that manage the utilization of artificial intelligence in digital marketing, promote ethical behavior, and protect consumer rights. The novelty of this article reside in the fact that we have integrated of the fields of digital marketing and artificial intelligence to address the resulting ethical challenges.