With their enthusiasm, speed, and frequent need for direction, artificial intelligence (AI) has swiftly emerged as the new intern for marketing teams.
Despite worries that AI will completely replace marketers, what we’re seeing is a cooperative partnership between digital marketers and this technology.
Indeed, according to our 2024 Global Digital Skills & Training Report, marketing executives are increasingly integrating AI-driven tactics into their plans, with many anticipating a notable increase in efficiency (45%), creativity (38%), and productivity (50%).
The question of whether AI should be used in daily tasks or campaigns is no longer relevant to us as marketers. Our approach to content creation, optimization, and delivery is already being influenced by it. Who hasn’t used AI-powered software to enhance marketing images or tools like ChatGPT to refine ad copy?
Whether or not to use AI in digital marketing is no longer the actual debate; rather, it is how to do so in an ethical manner.
What are AI ethics?
The term “AI ethics” refers to the values and standards that guarantee the responsible development, application, and use of AI while advancing accountability, transparency, fairness, and privacy.
By ensuring AI doesn’t reinforce prejudice or manipulation, ethical AI use upholds ideals like inclusion. It entails using AI in ways that uphold consumer rights, foster trust, and adhere to ethical and regulatory requirements for companies and marketers.
Let’s first define the distinction between ethics and regulations before getting into particular advantages and examples.
AI regulations vs. AI ethics: Understanding the difference
AI rules are the legal frameworks that companies have to follow, such as the California Consumer Privacy Act (CCPA) in the USA or the General Data Protection Regulation (GDPR) in Europe. These rules set minimum requirements for accountability, openness, and data protection. Heavy fines, legal ramifications, and serious harm to a company’s reputation can result from breaking these rules.
However, AI ethics extend beyond the constraints of the law. It focuses on the wider effects of marketing driven by AI, guaranteeing equity, avoiding prejudice, and fostering trust. Regulations specify the “musts,” but ethics deal with the “shoulds.”
Companies that proactively embrace AI ethics not only avoid fines but also forge closer, more reliable bonds with their clients. Regulations are the cornerstone of AI ethics, so it is impossible to talk about one without talking about the other.
Benefits of ethical AI implementation
How can you and your company profit from ethical AI practices in digital marketing?
1. Build trust and consumer confidence
Brands can show customers that their data is being managed carefully by prioritizing ethical AI practices. Credibility is increased in AI-powered marketing by transparency, such as properly identifying AI-generated material or obtaining consent before collecting data.
Transparency has been added to the content upload process by tech businesses. For example, YouTube and TikTok frequently mark films to let consumers know if they were created by artificial intelligence. In a similar vein, authors are questioned about whether any of the content in eBooks they upload for sale on Amazon was produced with artificial intelligence.
Despite the temptation to circumvent these mechanisms, content creators and marketers risk having their accounts suspended or having their content removed if they are later reported.
2. Protect consumer privacy
AI thrives on data, but ethical AI respects privacy boundaries. Privacy-first practices, such as data anonymization and compliance with regulations like GDPR or CCPA, help prevent misuse and minimize the risk of data breaches.
In Europe, the EU AI Act and the UK AI framework enforce transparency and risk assessments, ensuring responsible AI use and stronger data protection. When consumers trust that their information is secure, they’re more likely to engage with brands confidently.
For example, many businesses regularly update their Privacy Statements on their websites or when individuals sign up for newsletters. They also explicitly mention if AI will be used to process client data.
Financial institutions and banks are at the forefront of this effort. Companies like Mastercard publish blog posts detailing how they use AI to combat fraud, while HSBC has a dedicated section on its website explaining their responsible AI practices.
3. Promote inclusivity and fairness
AI has the potential to eradicate prejudices rather than reinforce them if it is created and applied properly. In order to avoid biased predictions, this can be accomplished by de-biasing models on the back end, for as by modifying vectors for characteristics like gender and ethnicity. This procedure is comparable to affirmative action tactics employed in human resources departments across several nations.
Whether it’s through objective ad targeting, content production that represents a range of viewpoints, or universally accessible automation, ethical AI models guarantee that marketing initiatives are equitable and inclusive.
Brands may develop advertisements that appeal to a wider range of consumers by putting justice first.
Although tech companies are responsible for programming inclusive AI, marketers that use these technologies need to perform comprehensive audits. Marketers should continue to be proactive in assessing the brand values and AI training methods of digital platforms.
Keeping up with news on AI-driven businesses is one method to achieve this. Supporting and selecting products from tech companies that value equity and diversity allows marketers to make a strong statement about their dedication to moral AI practices. It’s similar to deciding to back businesses that share your ideals.
4. Avoid legal and financial liabilities
Not only is it dangerous to disregard ethical AI principles, but it can also be highly costly.
Consider Google. The tech company was fined €250 million by the French Competition Authority (FCA) for using press agency and publisher content to train its Bard foundation model without disclosing this information to either the FCA or the publishers. I’m sorry.
Next up is Clearview AI, a business that sells facial recognition software. The Dutch Data Protection Authority hit it with a €30.5 million (about $34 million) penalties for GDPR violations. That’s a serious regulatory smackdown, not just a slap on the wrist.
Watchdogs around the world are tightening their grip on the abuse of AI. Businesses that disregard moral principles risk not only financial and legal repercussions but also the fury of a public that has lost faith in them.
The bottom line? In addition to being the moral thing to do, ethical AI is also a smart financial decision.
The role of AI in digital marketing in hooghly district
Let’s examine the existing applications of AI in digital marketing before delving into particular case studies of AI ethics in marketing.
- Social media: With the emergence of AI models intended to promote brands or create content for social media platforms, the moral application of AI in social media has generated a lot of debate.
- Automation: AI in marketing automation Brands are able to provide highly targeted messaging at scale thanks to the simplification of activities like campaign optimization, consumer segmentation, and personalization.
- User experience: From chatbots that offer immediate support to predictive analytics that anticipates customer requirements., AI in UX enhances automation, personalization, and navigation to create seamless and user-friendly digital experiences.
- Search engine optimization (SEO): makes digital encounters more seamless and intuitive by enhancing automation, personalization, and navigation,
AI in SEO enhances performance and the relevance of the content. Marketing professionals can keep ahead of trends and boost exposure with tools like voice search optimization, predictive analytics, and automatic SEO audits.
Key ethical concerns in AI-driven marketing
Let’s examine the main ethical issues or potential hazards now that we’ve discussed the advantages of ethical AI and how digital marketers are utilizing the technology.
1. Data privacy and consent
AI-driven marketing is powered by data, but how data is gathered and handled is one of the main ethical AI problems.
If customers don’t feel that their data is secure, they will do business with someone else. One such instance is Elon Musk’s X platform, which trained its AI models on the posts of artists without fully disclosing or getting permission from the content creators.
Artists who believed their work was being used without their consent or payment launched a fierce protest as a result. Platforms like Bluesky, which provide a more open and approachable method of data consumption and AI training, attracted a lot of artists as a result.
2. Algorithmic bias
Because AI systems can only be as good as the data they are trained on, biased or unrepresentative data can result in algorithms that mirror society biases.
Marketing algorithms may inadvertently favor some groups while ignoring or misrepresenting others if the data used to train them is distorted. This can have an impact on product promotions, content recommendations, and ad targeting, frequently enhancing already-existing disparities.
For example, eCommerce websites may exhibit customization bias. Recommendation engines driven by AI may provide variable pricing or visibility depending on demographics; for example, they may charge more to consumers in affluent areas or block some groups from seeing expensive goods.
Because AI is trained on historical data, stock picture sites are likewise susceptible to algorithmic prejudice. Images of women in leadership positions, for instance, may be classified as “office worker” or “support staff,” but men in comparable positions may be referred to as “CEO” or “executive leader,” which reflects antiquated gender stereotypes. Marketers need to pay close attention to how photos are tagged and grouped.
Sephora Italy’s eye-opening campaign has brought attention to AI bias. Based on views it discovered online, Sephora asked ChatGPT to compose three victim-centered accounts of violence in honor of the International Day for the Elimination of Violence Against Women.
The outcome? The victim-blaming attitudes that are common in society are reflected in monologues in which the victims placed the responsibility on themselves and provided defenses for the offenders. This campaign brought attention to the negative effects of AI that has been trained on historical data, demonstrating how these systems might exacerbate structural problems.
Making sure AI systems are educated on inclusive, representative data sets that are regularly updated is essential to avoiding algorithmic bias in marketing. Marketers can keep up to date or inquire about how the tools they employ are training their AI, even if they might not be directly participating in this process. Speaking with an IT or data officer about these issues is a smart approach, especially when dealing with proprietary AI systems.
3. Transparency
Transparency is another major problem with AI in marketing, especially when it comes to revealing its application.
Gobelins Paris, a prominent French art school well-known for its animation and visual arts programs, is a noteworthy example. The school came under fire for employing artificial intelligence (AI)-generated images in its marketing collateral without first identifying them as such. Students, alumni, and artists reacted negatively to this, claiming that a college that emphasizes human creativity shouldn’t employ AI in its marketing.
In response to the criticism, Gobelins released a public statement clarifying that the AI-generated graphics were not from the main animation or design programs, but rather were a component of a student project in publishing and project management. However, complete disclosure from the start could have prevented this controversy.
4. Content creation
Despite the fears of creative artists, businesses are increasingly using AI capabilities. It can be tempting to use AI technologies like Midjourney to generate photographs in order to save money on a full-day photo shoot, but the results can occasionally be mediocre.
Customers are getting better at identifying AI-generated content in marketing materials, though. AI can undoubtedly improve some advertisements, but its efficacy varies. It might not always be able to engage audiences. Coca-Cola, for instance, came under fire for a Christmas commercial that featured a lot of AI and was deemed “soulless” and “lacked creativity.”
Deepfakes created by AI that mimic the voices and appearances of well-known people might be amusing, but they also carry significant concerns, such distributing false information or misleading unsuspecting viewers. This technology can be used by dishonest people to fabricate evidence, sway public opinion, or launch deceptive campaigns.
Despite the fact that this is a more general social problem, marketers need to be on the lookout because the marketing and creative sectors are interwoven. Since campaigns mostly depend on artists and content producers, ethical AI use is crucial to preserving authenticity and trust.
Strategies for ethical AI use in marketing
Here are some crucial tactics that digital marketers can employ to guarantee the ethical application of AI in their day-to-day operations and avoid the possible dangers of the technology in marketing.
1. Conduct ethics-based audits
Businesses can assess the impact, fairness, and openness of their AI-powered marketing initiatives with the support of routine ethics-based audits.
Researchers from Oxford and Bologna developed capAI (Conformity Assessment Procedure for AI), a framework to evaluate AI’s fairness, transparency, and compliance with legislation like the EU AI Act, in order to make sure AI complies with ethical and legal norms.
The AI Fairness 360 Toolkit, an open-source toolkit with more than 70 fairness indicators and algorithms, was recently unveiled by IBM.
Businesses may identify biases in ad targeting, protect customer privacy, and confirm the equity of AI-driven marketing decisions by integrating capAI into an ethics-based audit.
- Bias detection and fairness assessments:Test ad targeting and customization algorithms to find biases. It’s also critical to keep up with the ways in which digital companies are incorporating AI into the tools you use for campaigns and other endeavors. Watch for blog entries or announcements from significant tech firms outlining the most recent developments in their training models. Since these subjects might occasionally become really technical for marketers, don’t be afraid to get in touch with the businesses whose AI technologies you are thinking about utilizing.
- Compliance checks: Make sure that the use of AI conforms with data protection regulations like the CCPA or GDPR.
2. Develop clear AI use policies
To control the use of AI in marketing, businesses need to have well-defined regulations in place.
- Define AI’s role:Describe the situations in which AI is used for decision-making, automation, or personalization. Next, use your website or other venues to clearly convey this to your audience.
- Set ethical boundaries:Verify that AI isn’t being utilized for deceptive tactics like deepfake advertising.
- Enforce human oversight:AI should supplement marketing initiatives rather than take the place of human judgment in moral decision-making.
For additional advice on creating an AI policy, see our Membership Update.
3. Ensure data responsibility
A key component of responsible AI use is the ethical management of customer data. To protect customer privacy, marketers must give security, anonymization, and data minimization a priority.
- Data minimization: Collect only the data necessary for marketing campaigns and avoid excessive tracking.
- Anonymization: Support companies and tools that remove personally identifiable information from datasets used to train AI models.
- Secure storage: Use encryption and secure storage practices to prevent data breaches.
4. Foster transparency
When AI is affecting their marketing experiences, consumers should be informed of it. Users are reassured that their data is being treated ethically and confidence is increased when AI is used transparently.
- Label AI-generated content: Indicate when AI is used to create ads, chatbots, or product recommendations.
- Provide user controls: Allow consumers to adjust AI-driven personalization settings.
- Disclose AI’s role in decision-making: Explain how AI influences pricing, targeting, and content recommendations.
5. Upskill team members in AI
Professionals must remain up to date on AI developments, risks, and best practices in order to apply AI in marketing in an ethical manner. Marketing teams are guaranteed to comprehend AI’s possible drawbacks and ethical ramifications through ongoing learning.
- Provide AI ethics training: Offer workshops and courses on responsible AI use. Better yet, educate your employees on AI ethics.
- Encourage knowledge sharing:Educate teams about industry developments, ethical discussions, and AI legislation. Make sure your clients are up to date on the latest developments in artificial intelligence, aside from teams. Although marketing organizations may be afraid of being supplanted by these AI tools and find it difficult to explain these notions to their clients, emphasizing the amount of labor required to manage these technologies may completely deter clients.
- Promote interdisciplinary collaboration: Involve legal, ethics, and tech experts in your organization in AI marketing decisions.
6. Reinforce human guidance in every step
Human intervention is still required when employing AI for campaigns; it’s not as simple as pressing a few buttons to generate content or run advertisements.
Every step of the process, from strategy and content development to campaign setup, publication, and execution, need human oversight. Automation increases productivity, yet ethical compliance and brand values are maintained by frequent human assessment.
In its Super Bowl ad honoring human ingenuity, OpenAI, the firm behind ChatGPT, attempted to convey this point.
7. Be a watchdog for ethical AI use in digital marketing
How can you support the ethical use of AI, regardless of your role—content producer, marketing executive, or employee of a digital advertising agency?
Only because students and vloggers raised their voices and produced films criticizing the usage of AI-generated graphics did the Gobelins case come to light. Talk about these concerns with your staff, keep yourself updated, and don’t be afraid to hold companies responsible when they transgress moral boundaries.
Case studies and campaigns of brands pushing for ethical AI in marketing
here are already many inspiring uses of AI in digital marketing and in terms of AI ethics, here are examples of brands that champion the cause.
Dove’s 'AI and Real Beauty' campaign
The massive cosmetics company Dove, which is renowned for its dedication to inclusive and genuine beauty, started a campaign that exposed the prejudiced and unattainable beauty standards of artificial intelligence. In an experiment, the company asked generative AI models to produce pictures of “beautiful women.”
The outcomes? The majority of the photographs generated by AI were extensively manipulated, unrealistic, and Eurocentric, which served to further notions of beauty that do not include varied representations.
Using this campaign, Dove called out AI bias in beauty standards and developed a playbook called the ‘Real Beauty Prompt Guidelines’ that outlines how to produce more representative photos.
Pulitzer Center’s AI accountability initiatives
With support from the Pulitzer Center, journalists have taken the lead in holding other companies responsible. Through free online workshops, the Pulitzer Center’s AI Spotlight Series teaches journalists from marginalized groups around the world how to report on AI responsibility.
Additionally, they have the AI Accountability Fellowships, which offer journalists funding and guidance to study how businesses and governments use AI, including in marketing campaigns and brand development. These scholarships have helped journalists on five continents since 2022, resulting in official investigations and regulatory improvements.
Tapestry’s Tell Rexy System
The parent business of Coach and Kate Spade, Tapestry, has proactively created organized AI policies and strategies.
An excellent illustration of how human participation may improve AI systems is the way its own AI, Tell Rexy, improves customer service through ongoing input from its staff.
Tapestry hopes to reduce reputational risks and match its AI activities with its enduring brand values by implementing self-regulation and ethical AI practices.
Are you ready to use AI ethically to elevate your digital marketing activities?
By automating, optimizing, and personalizing important marketing processes, artificial intelligence is revolutionizing the marketing industry. You may learn the basics of AI with our interactive course, which includes useful tool walkthroughs. The use of essential tools for research, content production, data-driven decision-making, and creative design will be taught to you. Begin your adventure now!