Responsible AI and Ethical Management in Marketing: An Empirical Study
Keywords:
Responsible AI, Ethical Management, Marketing Ethics, Brand Loyalty, Consumer TrustAbstract
Responsible Artificial Intelligence (AI) in marketing is an emerging imperative as firms increasingly use AI to personalize, automate, and optimize consumer interactions. However, ethical management practices vary widely across organizations, creating potential risks related to fairness, transparency, and consumer trust. This empirical study investigates how ethical AI practices are perceived and implemented within marketing departments and how these practices influence customer trust and brand loyalty. Using a cross-sectional survey of 200 marketing professionals and 300 consumers, we analyse the relationship between ethical AI management and consumer response. Findings reveal a statistically significant positive association between ethical AI practices and consumer trust (p < .01), and between transparency and brand loyalty (p < .05). Recommendations for practitioners and future research directions are discussed.
References
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