International Journal of Internet, Broadcasting and Communication

The Institute of Internet, Broadcasting and Communication (한국인터넷방송통신학회)
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The Ethics of AI in Online Marketing: Examining the Impacts on Consumer privacyand Decision-making

  • Preeti Bharti (Department of Multimedia Engineering, Hannam University) ;
  • Byungjoo Park (Department of Multimedia Engineering, Hannam University)
  • Received : 2023.04.14
  • Accepted : 2023.04.20
  • Published : 2023.05.31
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Abstract

Online marketing is a rapidly growing industry that heavily depends on digital technologies and data analysis to effectively reach and engage consumers. For that, artificial intelligence (AI) has emerged as a crucial tool for online marketers, enabling marketers to analyze extensive consumer data and automate decision-making processes. The purpose of this study was to investigate the ethical implications of using AI in online marketing, focusing on its impact on consumer privacy and decision-making. AI has created new possibilities for personalized marketing but raises concerns about the collection and use of consumer data, transparency and accountability of decision-making, and the impact on consumer autonomy and privacy. In this study, we reviewed the relevant literature and case studies to assess the potential risks and make recommendations for improving consumer protection. The findings provide insights into ethical considerations and offer a roadmap for balancing the advantages of AI in online marketing with the protection of consumer rights. Companies should consider these ethical issues when implementing AI in their marketing strategies. In this study, we explored the concerns and provided insights into the challenges posed by AI in online marketing, such as the collection and use of consumer data, transparency, and accountability of decision-making, and the impact on consumer autonomy and privacy.

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