Table 1. Thematic coding process... | Emerald Publishing

Table 1.

Thematic coding process

Transcripts	Codes
Interviewee: Absolutely. AI can analyze large amounts of data quickly and accurately, which helps us make informed decisions for marketing strategies Interviewer: mm	Transparency and explainability
Interviewee: Ethical concerns must be addressed, which can seriously affect individuals Interviewee: mm	Ethical considerations
Interviewee: One way to address this issue is to ensure companies regularly monitor and audit their systems are non-discriminatory Interviewer: mm	Promoting Fairness
Interviewee: My pleasure; these conversations are important to ensure AI-based predictive marketing is used ethically and responsibly Interviewer: mm	Evaluating the effectiveness

Transcripts	Codes
Interviewee: Absolutely. AI can analyze large amounts of data quickly and accurately, which helps us make informed decisions for marketing strategiesInterviewer: mm	Transparency and explainability
Interviewee: Ethical concerns must be addressed, which can seriously affect individualsInterviewee: mm	Ethical considerations
Interviewee: One way to address this issue is to ensure companies regularly monitor and audit their systems are non-discriminatoryInterviewer: mm	Promoting Fairness
Interviewee: My pleasure; these conversations are important to ensure AI-based predictive marketing is used ethically and responsiblyInterviewer: mm	Evaluating the effectiveness