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Advertising Benefits from Ethical Artificial Intelligence Algorithmic Purchase Decision Pathways

Rodgers, Waymond; Nguyen, Tam


Tam Nguyen


Artificial intelligence (AI) has dramatically changed the way organizations communicate, understand, and interact with their potential consumers. In the context of this trend, the ethical considerations of advertising when applying AI should be the core question for marketers. This paper discusses six dominant algorithmic purchase decision pathways that align with ethical philosophies for online customers when buying a product/goods. The six ethical positions include: ethical egoism, deontology (i.e., rule-based), relativist, utilitarianism, virtue ethics, and ethics of care (i.e., stakeholders’ perspective). Furthermore, this paper launches an “intelligent advertising” AI theme by examining its present and future as well as identifying the key phases of intelligent advertising. Several research questions are offered to guide future research on intelligent advertising to benefit ethical AI decision-making. Finally, several areas that can be widely applied to ethical intelligent advertising are suggested for future research.


Rodgers, W., & Nguyen, T. (2022). Advertising Benefits from Ethical Artificial Intelligence Algorithmic Purchase Decision Pathways. Journal of Business Ethics,

Journal Article Type Article
Acceptance Date Jan 25, 2022
Online Publication Date Feb 12, 2022
Publication Date Feb 12, 2022
Deposit Date Jun 30, 2022
Publicly Available Date Jul 1, 2022
Journal Journal of Business Ethics
Print ISSN 0167-4544
Electronic ISSN 1573-0697
Publisher Springer (part of Springer Nature)
Peer Reviewed Peer Reviewed
Keywords Ethical considerations; Digital marketing; AI Algorithms
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Copyright Statement
© The Author(s) 2022.<br /> Open Access This article is licensed under a Creative Commons Attribution 4.0 International License, which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons licence, and indicate if changes were made. The images or other third party material in this article are included in the article's Creative Commons licence, unless indicated otherwise in a credit line to the material. If material is not included in the article's Creative Commons licence and your intended use is not permitted by statutory regulation or exceeds the permitted use, you will need to obtain permission directly from the copyright holder. To view a copy of this licence, visit

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