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Keywords: Predictive marketing
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Journal Articles
Artificial intelligence and predictive marketing: an ethical framework from managers’ perspective
Open Access
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2025) 29 (1): 22–45.
Published: 15 February 2024
...Hina Naz; Muhammad Kashif Purpose Artificial intelligence (AI) offers many benefits to improve predictive marketing practice. It raises ethical concerns regarding customer prioritization, market share concentration and consumer manipulation. This paper explores these ethical concerns from...
