ETHICAL IMPLICATIONS OF ARTIFICIAL INTELLIGENCE IN MARKETING

Artificial intelligence (AI), which provides unmatched efficiency and customization, is changing the marketing environment. But these advantages come with serious ethical ramifications that call for consideration. To fill in the gaps in the existing literature, this study explores the ethical implications of artificial intelligence in marketing. It seeks to create a cohesive ethical framework, comprehend consumer views, foresee long-term societal effects, investigate the interdependence of ethical concerns, and look at cross- cultural differences through a thorough examination. This work aims to close these gaps by offering insights that can direct researchers, policymakers, and marketers toward ethical AI- driven marketing strategies.