"With great power comes great responsibility": A meta-narrative review of ethical considerations and implications in the crossroads of Al and Marketing

Abstract

This meta-narrative review examines the ethical implications of using artificial intelligence (AI) in marketing and explores how companies can mitigate the associated risks. To address these concerns, a comprehensive analysis of the existing literature is conducted, using the RAMESES publication standards for meta-narrative review. With the rapid adoption of AI in marketing ethical issues have emerged and raised concerns within privacy and data protection, algorithmic bias, consumer manipulation and corporate social responsibility. Our findings highlight the need for informed consent, transparency in data usage, and consumer control over data collections to mitigate privacy concerns. Addressing biases in algorithms, promoting consumer autonomy, and integrating ethical frameworks in decision-making processes are key focal points highlighted in the review. These recommendations are designed to provide guidance to marketers, policymakers, and researchers, assisting them in navigating the ethical challenges that arise from AI in marketing. The ultimate goal is to foster responsible and sustainable practices within the field, ensuring that ethical considerations remain at the forefront.