Ethical Concerns & Risks in AI Marketing Using Multi Attribute Decision Method

Ethical Concerns & Risks in AI Marketing Using Multi Attribute Decision Method

Dipanshi Tripathi

School of Business, Galgotias University

Abstract

Artificial Intelligence (AI) is rapidly transforming the marketing landscape by enabling more precise targeting, predictive analytics, and personalized experiences. However, this technological revolution raises significant ethical concerns, primarily around consumer trust, data privacy, and algorithmic bias. This research investigates these critical issues to understand their perceived importance among marketing professionals and to propose strategies for ethical AI integration in marketing practices.

Using the Best-Worst Method (BWM), the study evaluates the relative significance of three ethical concerns—Consumer Trust, Data Privacy, and Algorithmic Bias—based on responses from eight marketing professionals. The results indicate that data privacy is perceived as the most urgent concern, followed by consumer trust, with algorithmic bias ranking as the least immediate worry. These findings suggest a strong need for transparent data management practices, ethical communication strategies, and ongoing assessments of fairness in AI algorithms.

This paper contributes to the emerging discourse on AI ethics in marketing by translating theoretical debates into actionable insights. It presents clear recommendations for marketers, developers, policymakers, and researchers to address the identified concerns. For instance, marketers are encouraged to adopt privacy-by-design practices, developers should conduct regular fairness audits, and policymakers must establish regulatory frameworks tailored to AI-driven advertising and consumer engagement tools.

Although limited by its small respondent pool, the research offers valuable preliminary insights and sets the stage for future investigations that could incorporate larger, more diverse samples and include consumer perspectives. The study concludes with a call for interdisciplinary collaboration to ensure that AI marketing practices uphold ethical standards and foster consumer trust.

In summary, this research serves as both a diagnostic and prescriptive guide for navigating ethical dilemmas in AI marketing. It emphasizes the importance of aligning technological innovation with ethical accountability to ensure long-term sustainability and public acceptance of AI in the marketing domain.