Ethical AI use in marketing is only possible when professionals stay informed about AI advancements, risks, and best practices. Continuous learning ensures that marketing teams understand AI’s potential pitfalls and ethical implications.
- Provide AI ethics training: Offer workshops and courses on responsible AI use. Better yet, educate your employees on AI ethics.
- Encourage knowledge sharing: Keep teams updated on AI regulations, industry trends, and ethical debates. Aside from teams, make sure your clients are well aware of the newest trends in AI. While marketing firms may find it daunting to explain these concepts to clients in fear of being replaced by these AI tools, highlighting the amount of work that goes into managing these tools may dissuade the clients altogether.
- Promote interdisciplinary collaboration: Involve legal, ethics, and tech experts in your organization in AI marketing decisions.Upskill team members in AI
Reinforce human guidance in every step
Using AI for your campaigns is not a matter of simply pushing some buttons to create content or run ads using AI — human intervention is still needed.
From strategy and content email list creation to campaign setup, publishing, and execution, human oversight is essential at every stage. While automation improves efficiency, regular human review ensures ethical compliance, as well as alignment with brand values.
This is a point that OpenAI, the company that owns ChatGPT, tried to make in its Super Bowl commercial that celebrates human creativity.
Be a watchdog for ethical AI use in digital marketing
Whether you’re a content creator, marketing klaviyo also gives the company insight executive, or part of a digital advertising agency, how can you play a role in promoting ethical AI use? Upskill team members in AI
The Gobelins case came to light the advantages of outsourcing services only because students and vloggers spoke up, creating videos to call out the use of AI-generated images. Discuss these issues with your teams, stay informed, and don’t hesitate to hold other businesses accountable when they blur ethical lines.
Case studies and campaigns of brands pushing for ethical AI in marketing
There are already many sms to data inspiring uses of AI in digital marketing and in terms of AI ethics, here are examples of brands that champion the cause.
Dove’s ‘AI and Real Beauty’ campaign
Beauty giant Dove, known for its commitment to real and inclusive beauty, launched a campaign highlighting AI’s biased and unrealistic beauty standards. The brand conducted an experiment asking generative AI models to create images of ‘beautiful women’.
The results? AI overwhelmingly produced unrealistic, Eurocentric, and heavily edited images, reinforcing beauty ideals that exclude diverse representations.
Dove used this campaign to call out AI bias in beauty standards and they also created the ‘Real Beauty Prompt Guidelines’, a playbook on how to create images with more representation.