Artificial Intelligence in Marketing: Ethical Challenges and Solutions for Consumers and Society

Abstract

This study examines consumers' evaluation of the morality of AI-based marketing and its impact on trust and intention to purchase. The study measures deontological and teleological evaluations, ethical judgment, trust, and purchase intention in three AI marketing situations using a scenario-based survey involving 300 online shoppers. Findings indicate that trust is directly proportional to ethical judgment, and greater purchase intentions are associated with increasing trust. Ethical judgment also mediates the association between rule-based and outcome-based assessments and trust. The reliability test ensures that the entire measurement scale is consistent and accurate. The results of the ANOVA and regression analysis indicate that trust is the most significant factor influencing the relationship between ethics and consumer behaviour. The research finds that the use of AI in marketing requires ethical conduct to encourage purchasing. The results may help brands that want to increase customer trust by implementing responsible policies for intelligent systems.

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