Chapter 8: Ethical Navigation Paradigms in AI-Driven Marketing: Insights and Perspectives

Artificial intelligence (AI) has several advantages for enhancing marketing strategies. It raises ethical problems about customer priority, market share consolidation and consumer manipulation. This study examines ethical issues from a modern viewpoint, using insights from AI and previous literature review. The implementation of AI in marketing may result in unanticipated ramifications, including the reinforcement of preexisting prejudices, infringement upon customer privacy, restriction of competitive forces and meddling with consumer conduct. This research seeks to enhance the industry by offering a contemporary viewpoint on the ethical issues related to AI utilisation in predictive marketing, based on insights from previous literature review in the field.