Adoption of Artificial Intelligence in Marketing

Abstract

Artificial intelligence is defined as the capability of a machine to perform functions like problem-solving, learning, and reasoning, which are usually carried out by human beings. Growing uses of AI in marketing raise concerns about how AI should be controlled, how it should be used ethically, and how it affects customers. This chapter, therefore, aims at identifying the moral and legal implications of artificial intelligence in marketing. The present study adopted the descriptive approach by looking into the available literature signifying the adoption of AI in marketing in the light of legal and ethical issues involved in the adoption of AI in marketing. It is concluded that future applications of AI in marketing would need an ethical and legal solution if they are to ensure responsible and successful adoption. The paper provides the guidelines for the policymakers and marketers on how they can use AI in marketing activity responsibly and ethically while wading through the legal and ethical challenges this new technology is raising.