Artificial intelligence (AI) has changed marketing forever. No doubt about that. However, with great power comes great accountability. And AI is no exception. Have marketers considered incorporating ethics while implementing AI? Is consent still important for them? And their AI tools? Most importantly, can they be held accountable? Let’s explore how AI can be used ethically. 

First, let’s compliment AI

• Personalization: AI enables tailored product recommendations and content, providing a more streamlined and enjoyable experience for consumers. It wasn’t luck, Karen. It was AI. 
• Automation: AI-powered tools can automate repetitive marketing tasks, allowing marketers to focus on more strategic initiatives, and less on watercooler chit-chat. 
• Data analysis: AI algorithms can analyze vast amounts of customer data to identify patterns, preferences, and trends, enabling marketers to make data-driven decisions. Yes, that pair of shoes that were recommended… All data analysis for you!
• Customer insights: AI can help businesses gain a deeper understanding of their customers by analyzing their behavior, preferences, and feedback, leading to more targeted marketing campaigns. Paris was on the cards. Duh. 

Now let’s get serious with ethics

• Privacy and data protection: The use of AI in marketing requires the collection and analysis of customer data. It is essential to obtain proper consent, handle data securely, and ensure compliance with privacy regulations. None of those design tricks and fonts for people of lilliput please. Clear instructions to say a yes or no. 
• Transparency and explainability: AI algorithms should be transparent and explainable to build trust with customers. Marketers should be able to explain how AI is used to personalize marketing efforts and address any concerns or questions. Read these lines again. It’s the audience’s right to know how the magic happens. 
• Bias and fairness: AI algorithms can inadvertently perpetuate biases present in the data they are trained on. Marketers must ensure that AI systems are fair and unbiased, avoiding discriminatory practices. Bias fosters bias. And in the end, everything becomes stale. No marketer would want that. Surely. 
• Consent and opt-out: Customers should have the option to provide or withdraw consent for their data to be used in AI-driven marketing efforts. Marketers should respect customer preferences and provide clear opt-out mechanisms. If it ain’t working out, no point in stretching it right? Just makes it more painful. And who would like to give their audience pain? 

Here’s what you can do

• Data governance: Implement robust data governance practices to ensure the responsible collection, storage, and use of customer data. This includes obtaining informed consent, anonymizing data where possible, and regularly reviewing data handling processes. Start with this. Consult experts. Speak to your audience to know what they would like. Implement. Improvise. Re-implement. 
• Algorithmic transparency: Develop AI algorithms that are transparent and explainable. Provide customers with clear information on how their data is used and allow them to understand and control the personalization process. There’s no marketing without an audience. So, give them the power and see how the show gets a standing ovation. 
• Bias mitigation: Regularly audit AI algorithms for biases and take steps to mitigate them. Use diverse and representative datasets during training and implement fairness measures to ensure equitable outcomes. To err is human. To audit is the marketer. Enough said. 
• Customer empowerment: Empower customers by providing them with control over their data and marketing preferences. Offer easy-to-use opt-out mechanisms and transparent options for managing data sharing. Repeat after us: customer is supreme. And happy, in-control of their data customers are good for business. 

A lot of exciting stuff can be done with AI. But let’s not forget cs (common sense). Customers are smarter today than ever before. And they can smell BS from a mile away. So, make sure you become the marketer they’d be happy with seeing. It’s a simple formula: ethics in marketing + common sense to not be a d*ck = happy (money-spending) customers. 

Did ‘money-spending’ make your knee tick? We know a few ethical tricks to get them. Hit us up for a quick chat!