Artificial intelligence is revolutionizing the way companies market their productsallowing them to target consumers in a personalized and interactive way not so long ago it seemed like the stuff of science fiction.
Marketers use AI-powered algorithms to sift through vast amounts of data that reveal individual preferences with unparalleled accuracy. This allows businesses to precisely target content (ads, emails, social media posts) that feels personalized and helps nurture businesses’ relationships with consumers.
Inasmuch as researcher who studies technology in marketingI joined several colleagues to conduct new research that shows that AI marketing is predominantly neglects its potential negative consequences.
Our peer-reviewed study examined 290 articles published over the past 10 years in 15 top marketing journals. We found that only 33 of them addressed the potential “dark side” of AI marketing.
This is important because this imbalance creates a critical gap in understanding the full impact of AI.
AI marketing can perpetuate harmful stereotypes, such as producing hypersexualized representations of womenFor example. AI can also encroach on individual rights of artists. And this can spread misinformation through deep fakes and “hallucinations,” which occur when AI presents false information as if it were true, such as invent historical events.
This can also negatively affect mental health. The prevalence of AI-powered beauty filters on social media, for example, may foster unrealistic ideals And trigger depression.
These concerns are significant and raise concern about possible misuse of this powerful technology. Many people experience these concerns, but young women are particularly vulnerable. As AI applications gain greater acceptance, beauty standards are moving further and further from reality.
Our research reveals that there is an urgent need to address the ethical considerations of AI and its potential negative consequences. Our intention is not to discredit AI. This is about ensuring that AI marketing benefits everyone, not just a handful of powerful companies.
I think researchers should consider exploring more deeply the ethical issues surrounding AI and how to use it safely and responsibly.
This is important because AI is suddenly used everywhere – from social networks to autonomous cars make health decisions. Understanding its potential negative effects allows the public to be informed consumers and call for responsible use of AI.
