Written by Sridhar Iyer, Chief Strategy Officer, Hashtag Orange.
Today, the influence of digital technology is evident in every aspect of human life. From simply using smartphones as alarm clocks to AI-powered virtual assistants that manage our daily schedules, technology has seeped into our lives like never before. The level of interconnectivity we have achieved today would have been unimaginable just a few decades ago. There is no doubt that AI has streamlined many aspects of our lives, making tasks more efficient and accessible. But is everything really going well in this vast ocean of technology?
The Internet has now reached the farthest corners of the globe, penetrating even the most remote regions. A report released by the Internet and Mobile Association of India (IAMAI) with KANTAR in 2023 showed that there were 820 million active internet users in the country, with rural India constituting over 53% of these users. With such a huge audience accessing the internet to meet their content needs, the power of digital is almost inconceivable. For advertisers and marketers, digital media is simply a gold mine. This is widely used in conjunction with AI to connect with consumers, share brand messaging and accelerate business success. However, with the amount of content generated and shared on online platforms, monitoring the credibility and ethics of it all becomes an impossible task. This has led to unethical use of user data, the spread of false information, and the generation of harmful content targeting certain groups of people.
Clearly, the ethical considerations and challenges that arise in the digital landscape are complex and difficult. However, they are not impossible to overcome. In fact, for organizations that truly care about their consumers and customers and believe in ethical marketing, this is ingrained in the way they work. For such organizations, taking responsibility in this area involves careful consideration of four key aspects.
Authentic and inclusive content
Prioritizing authentic, transparent and inclusive content is essential to fostering trust and credibility. Ensuring diverse perspectives are represented in your content, even if it is AI-generated, can help build meaningful connections with diverse consumers. At Hashtag Orange, transparency, fairness and inclusiveness are at the center of everything we do. We understand the significant negative impact of misinformation, hate speech and harmful content. While free speech is important, it is the responsibility of content creators, advertisers and marketers to balance business goals with the importance of maintaining a safe and inclusive online environment.
Ethical marketing
With all the different media channels now available to connect with audiences around the world, the responsibility of upholding ethical standards when promoting products and services falls on organizations. We must ask ourselves if the principles of honesty and integrity are upheld in every campaign. At Hashtag Orange, we believe that ethics is a fundamental aspect of AI and digital marketing and therefore carry out regular ethics checks to ensure good alignment. By operating with an innovative mindset that harnesses the power of AI ethically, we have shown that marketing goals can still be achieved while respecting consumer rights and avoiding deceptive practices.
Privacy and data security
For us, our customers are our business partners and the responsibility to protect consumer data comes first. As one of India’s leading integrated digital marketing agencies, our agile, technology-centric approach allows us to not only leverage the many benefits of technology, but also strategize and employ practices that meet our high ethical standards. Although the advent of AI has enabled organizations to gather crucial insights from consumer data, it is important to ensure that consumer trust is not broken or misused in the process. The risks posed by data breaches and privacy violations are significant. Therefore, implementing strict data privacy measures and complying with regulatory guidelines is of utmost importance.
Social impact and responsibility
We live in an age of viral content where audiences often ingest information without stopping to verify its credibility or authenticity. For malicious creators, it is incredibly easy to disguise false information as truth and influence public opinion on important social causes. In the wrong hands, the power of technology is used in many unethical ways that influence societal perceptions and behaviors. At Hashtag Orange, we view technology, particularly AI, as a powerful tool capable of improving our business success, but we also recognize that with this power comes great responsibility – to our customers, their consumers and our own values. All businesses must understand this responsibility and take responsibility for the impact of their actions.
As digital technology continues to shape our lives in myriad ways, the media and marketing landscape is also experiencing changes. The vast reach and influence of digital platforms, coupled with the power of AI, present both opportunities and challenges for organizations. However, by prioritizing ethics in marketing, content creation and data practices, it is possible to navigate the digital landscape responsibly.
