Artificial intelligence (AI) has made waves across many industries, offering new capabilities that enhance efficiency, productivity, and revenues. One of the sectors that immediately adopted mainstream AI use is digital marketing. AI’s capabilities have been integrated into many aspects and processes within the industry. Now, brands can deliver hyper-personalized campaigns, predict customer behavior, and optimize engagement like never before.
This rapid adoption does raise some complex ethical questions, however. Are AI algorithms biased to certain types of demographics? Is customer data and privacy protected? Can AI be used to deploy misleading information for the sake of easy engagement? All these questions make it more critical than ever for digital marketers to balance innovation with ethical responsibility. This practice is not just for compliance with new regulations but to ensure customer confidence and trust.
Connection Model shares an article discussing the basics of ethical AI marketing and how brands can achieve equilibrium between innovation and ethics. Keep reading to learn more!
While there is no governing body that mandates definitive guidelines for ethical AI marketing, organizations like the Digital Marketing Institute and Forbes have common overarching core principles.
Why these parameters specifically? These three cover common ethical risks that emerge in AI digital marketing. First, an algorithm may have biases that favor specific demographics. Misinformation is also another concern, as AI can spread false info (hallucinate) or create misleading narratives. Finally, AI analyzes huge amounts of data, making it prone to data misuse. The program could collect and apply the information in ways that customers don’t approve. Ethical AI has safeguards that help minimize or eliminate these risks.
There are two main reasons why responsible AI use matters for digital marketers and brands.
Modern customers have access to information and tools that make them tech-savvy and aware of how marketing helps shape their perception of brands. Implementing ethical AI practices enables you to build trust and preserve brand reputation. More knowledgeable customers are less likely to engage with brands that don’t demonstrate transparency in how they use AI for targeting ads or delivering content.
New regulations surrounding AI use have emerged. Examples are the General Data Protection Regulation (GDPR) in the EU and the California Consumer Privacy Act (CCPA), both of which protect customer data for use in business applications. Practicing ethical AI allows brands to follow these laws and maintain compliance. Otherwise, unaddressed data misuse and lack of transparency could result in reputational damage and penalties.
Here are a few tips for brands and digital marketing agencies to follow ethical AI practices.
Brands must clearly disclose when content is AI-generated or if AI is being used to target potential customers and create recommendations. Various platforms already offer such a capability, such as social media sites. For your website or campaigns, make sure to use plain language when disclosing AI use. Provide explanations for automated decisions that may impact customer experience.
Let’s say that your marketing job has openings. AI might focus more on under-40 candidates for the positions, excluding the workforce above the age bracket. This is just one example of bias that may arise from AI algorithms. As such, it is critical for digital marketers to regularly audit algorithms for signs of bias against specific demographics, regions, or behavioral profiles. We also recommend involving diverse members in AI development teams to ensure that multiple perspectives are represented.
There are several methods to ensure AI marketing privacy for customer data. For many companies, the first step is collecting only the data they truly need and storing the information through encrypted methods. There are also guidelines set by GDPR or CCPA that help you create protocols for information privacy. Lastly, it’s important to always ask for explicit user consent before collecting sensitive information.
Several major brands and companies have adopted ethical AI practices for their marketing campaigns. One example is the New York Times, which uses AI to personalize content. Their algorithm analyzes aggregated and anonymized user data to protect privacy. Thanks to these clear data practices and user control, the company remains transparent with AI use while boosting engagement.
Olay, under Procter & Gamble (P&G), also employs AI for its Skin Advisor tool. The company’s AI anonymizes users and ensures that personal information is stored securely. Olay also has transparency protocols that provide detailed information about AI use and how data is gathered, used, and stored. Thanks to this level of transparency and the benefits of the Skin Advisor, Olay was able to increase engagement on its platforms and improve customer trust and satisfaction.
Brands and digital marketers have various tools and frameworks available at their disposal to implement ethical AI practices. Here are some examples.
Implementing such tools and frameworks can require significant resources and a substantial learning curve. Thankfully, you can gain expert guidance and solutions from Connection Model. We’re your trusted digital marketing experts who can provide the right strategies for ethical AI implementation.
AI is here to stay, and its benefits and capabilities make it an indispensable tool for digital marketing. However, AI ethical use must be prioritized if brands and companies want to remain compliant with new regulations and maintain customer trust and loyalty. Digital markets must develop frameworks and leverage tools that help their brands follow ethical AI practices. This proactive approach ensures a more responsible and sustainable future for marketing.
Ready to innovate responsibly with AI in your marketing? Contact Connection Model for expert guidance on implementing ethical AI strategies that build trust and deliver results.