Advertising Benefits from Ethical Artificial Intelligence Algorithmic Purchase Decision Pathways

Rodgers, Waymond; Nguyen, Tam

Abstract

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.

Citation

Rodgers, W., & Nguyen, T. (2022). Advertising Benefits from Ethical Artificial Intelligence Algorithmic Purchase Decision Pathways. Journal of Business Ethics, https://doi.org/10.1007/s10551-022-05048-7

• 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
• DOI: https://doi.org/10.1007/s10551-022-05048-7
• Keywords: Ethical considerations; Digital marketing; AI Algorithms
• Public URL: https://hull-repository.worktribe.com/output/4021402