To avoid falling into these pitfalls of AI in marketing use, here are key strategies that digital marketers can adopt to ensure the technology is used ethically in all day-to-day operations.
Conduct ethics-based audits
Regular ethics-based audits help businesses assess the fairness, transparency, and impact of their AI-driven marketing initiatives. Strategies for ethical AI use in marketing
To align AI with sms service ethical and regulatory standards, researchers from Oxford and Bologna developed capAI (Conformity Assessment Procedure for AI), a framework for assessing AI’s fairness, transparency, and compliance with laws like the EU AI Act.
IBM has also developed the AI Fairness 360 Toolkit, an open-source library that contains over 70 fairness metrics and algorithms.
By integrating capAI into an ethics-based writing medical articles: secrets of success in the medical content creation audit, companies can identify biases in ad targeting, ensure consumer privacy protections, and validate AI-driven marketing decisions.
- Bias detection and fairness assessments: Run tests to identify biases in ad targeting and personalization algorithms. Make sure to also understand how tech companies are using AI for tools that you use daily in how do i apply free shipping to my ecommerce store? campaigns and so on. Watch out for announcements or blog posts from big tech companies that explain the latest development in their training models. As marketers, these subjects can get a bit too technical so don’t hesitate to reach out to companies whose AI tools you’re planning to use.
- Compliance checks: Verify that AI usage aligns with data protection laws like GDPR or CCPA.
Develop clear AI use policies
Companies need well-defined policies that govern AI deployment in marketing. Strategies for ethical AI use in marketing
- Define AI’s role: Clarify when AI is used for personalization, automation, or decision-making. Then let users know sms to data via your website or other platforms.
- Set ethical boundaries: Ensure AI does not engage in manipulative practices, such as deepfake advertising.
- Enforce human oversight: AI should assist marketing efforts, not replace ethical decision-making by humans.
You can review our Membership Update if you want more guidance on developing an AI policy.
Ensure data responsibility
Handling consumer data ethically is a cornerstone of responsible AI use. Marketers must prioritize data minimization, anonymization, and security to protect consumer privacy.
- Data minimization: Collect only the data necessary for marketing campaigns and avoid excessive tracking.