The Ethical Implications of AI in Marketing

I've recently been watching The Good Place, starring Kristin Bell and Ted Danson (I know the show's been out for a while, I'm just now watching it). As a student of philosophy, I've really enjoyed watching how the writers are tying the 'Greats' I studied in University to everyday life, but it also has me considering how I can relate these philosophical imperatives into my work.

I won't be the first person to admit that I rely heavily on AI to support me in my role as a marketer (I've also written many blog posts on the topic); if I'm finding myself running out of creative juice, a quick ChatGPT prompt "write me five headlines to sell X" is in my browser almost by muscle memory. A lot of the time, the prompts aren't great - but they give me a starting point to move forward. Similarly, I'm finding a lot of posts on LinkedIn where companies are hiring copywriters, but all work must be original - no 'plagiarism' from AI. I find myself questioning if using AI is even considered plagiarism for the type of work that we do.

In the age of rapid technological advancement, Artificial Intelligence (AI) has become a driving force behind many industries, including marketing. From personalized advertising to predictive analytics, AI has revolutionized how businesses connect with consumers. However, as AI continues to permeate the marketing landscape, it brings with it a host of ethical considerations that cannot be ignored. In this long-form exploration, we delve into the ethical implications of AI in marketing, pondering the fine line between innovation and integrity.

Understanding AI in Marketing

Before we plunge into the ethical quagmire, let’s first grasp the essence of AI in marketing. AI, in this context, refers to the use of algorithms and machine learning techniques to analyze vast amounts of data and make predictions or decisions autonomously. This allows marketers to tailor their strategies to individual consumers with unprecedented precision, creating highly personalized experiences.

On the surface, this seems like a win-win situation – consumers receive content and offers that are relevant to their interests, while marketers achieve higher engagement and conversion rates. However, beneath the shiny veneer lie ethical dilemmas that demand our attention.

The Ethical Conundrums

Plagiarism

Like I said earlier, I'm seeing a lot of job posts that call-out using AI in copywriting as plagiarism. AI algorithsm can churn out articles, essays, and even academic papers at an astonishing pace, mimicking the style and structure of human-authored content (but without the spelling errors). From an academic perspective, there's a clear fault in the ethical dilemma: how can you teach a student a lesson if they're using tools that learn for them? Thomas Hobbes argued that human behavior is driven by self-interest and the desire for self-preservation (known as psychological egoism), so the ethical alternative would be psychological altruism - that for academic purposes, AI should not be used and we value learning and academia for what it is.

From a work (or even a blog like this) perspective, I'm having a hard time calling this 'plagiarism,' especially if you're taking the bulk of what was written and then making it your own. From a very basic perspective, Plagiarism is the act of using someone else's ideas, words, or information without giving them proper credit. I think we can make a tie here - somehow - to the common argument for animal rights, where "giving animals the right to vote doesn't make sense because they can't use it intelligently."

Calling AI-generated work 'plagiarism' doesn't make sense because the AI making the work isn't using it intelligently - it's making the work because it's being asked to, and that's it. Similarly, to reference Peter Singer's Animal Rights thesis, we reject speciesism, which would prevent the use of animals in experiments in those situations in which we would not use humans who had the same interests at stake. Therefore, I find from a moral ethics perspective, so long as the work is original to the world, AI-generated content is not unethical: because we are not stealing work from another, and the content by all means to the average human being is original.

Privacy Invasion

One of the most glaring ethical concerns surrounding AI in marketing is the issue of privacy invasion. As AI algorithms sift through mountains of data – from browsing history to social media interactions – they gain insights into individuals’ lives that may be considered intrusive. This raises questions about consent, transparency, and the right to privacy. (Side note, there's a really great Ted Talk about Why Privacy Matters here.)

Moral philosopher Alan Westin emphasized the importance of privacy as "the claim of individuals, groups, or institutions to determine for themselves when, how, and to what extent information about them is communicated to others." In the realm of AI marketing, respecting this claim becomes paramount . . . but it is often going overlooked. There's an entire TikTok section devoted to 'How to Know if a Website is Selling Your Data.' In Nigeria, fintech companies send a text to everyone in your contacts list if you miss your loan payment by even a day to shame you into paying.

As marketers, it's our job to make sure that we keep data security just that - secure. Ensuring data security is not just a business imperative but a moral imperative rooted in principles of respect, trust, compliance, harm prevention, and reputation management. Jeremy Bentham's principle of utility, which advocates for actions that maximize overall happiness or pleasure, can be applied to data security by preventing the potential negative consequences of data breaches, such as identity theft, fraud, and emotional distress. Similarly, with Bentham's concept we minimize overall suffering by ensureing that all data is kept safe and secure.

Manipulative Practices

AI’s ability to analyze consumer behavior and preferences with precision opens the door to manipulative marketing practices. By leveraging psychological principles and behavioral data, marketers can nudge individuals towards making decisions that may not be in their best interest. This manipulation undermines autonomy and erodes trust between consumers and brands.

Philosopher Immanuel Kant's categorical imperative reminds us to treat individuals as ends in themselves, rather than means to an end. Applying this principle to AI marketing suggests that consumers should be empowered to make informed choices without undue influence or coercion.

Bias and Discrimination 

AI algorithms are only as unbiased as the data they are trained on. Unfortunately, datasets often reflect societal biases and prejudices, leading to discriminatory outcomes. In the context of marketing, this can result in certain demographics being unfairly targeted or excluded from opportunities.

Moral philosopher John Rawls proposed the concept of "justice as fairness," which posits that societal structures should be designed to benefit the least advantaged members. Applying this principle to AI marketing calls for proactive measures to identify and mitigate biases in algorithms, ensuring equitable treatment for all.

Finding a Path Forward

While the ethical implications of AI in marketing are undoubtedly complex, they are not insurmountable. By adopting a proactive and principled approach, marketers can navigate this landscape with integrity and responsibility.

1. Transparency and Consent: Marketers must prioritize transparency and obtain explicit consent from consumers before collecting or utilizing their data. Providing clear information about how data will be used and offering opt-out mechanisms empowers individuals to control their digital footprint.

2. Ethical Algorithm Design: Incorporating ethical considerations into the design and training of AI algorithms can help mitigate bias and ensure fairness. This involves diversifying datasets, conducting bias audits, and implementing mechanisms for accountability and oversight.

3. Empowerment Through Education: Educating consumers about AI technology and its implications empowers them to make informed decisions and resist manipulative tactics. By fostering digital literacy and critical thinking skills, individuals can assert their autonomy in the digital realm.

As AI continues to reshape the marketing landscape, ethical considerations must remain at the forefront of industry discourse. By embracing transparency, fairness, and empowerment, marketers can harness the power of AI while upholding ethical principles. In doing so, we can forge a future where innovation and integrity coexist harmoniously, creating value for both businesses and consumers alike.