Working in an ever-changing industry like marketing can make automation feel like a superpower. It helps in every aspect of the task, from personalising, optimising, and scaling the efforts into something more significant. However, with AI creeping in and integrating in every campaign, strategy deck, and more, one cannot help but think: Where do we draw the line on the use of AI in marketing?
As technology advances, its limitations are far beyond initial imagination, making it important to decide what it should do clearly. Ethics have become a big concern for brands and consumers alike. Therefore, embracing ethics in the responsible use of AI in marketing can be a trust-building practice for long-term success.
The Need for Ethical Marketing with AI
- Misuse of Data: Cases of privacy breaches and selling personal data have come into the spotlight repeatedly, shattering customers’ trust in multiple brands.
- Learnt Bias: It’s well known that AI learns from the data it feeds on. If that data reflects existing biases, then AI will perpetuate and amplify them, leading to unfair treatment.
- Lack of Transparency: When consumers don’t understand how their data is being used or why they are seeing certain ads, it decreases interest in the platform and trust. Hence, transparency in marketing is crucial.
Automation v/s Human Touch in Marketing
- Human Emotion: While AI can detect and respond to emotions, it cannot feel them like we do. True empathy, where deep bonds are forged, only comes from human connection.
- Raw Creativity & Spontaneity: The use of AI for refining ideas has become the new normal, but the eureka moment of raw creativity, which takes place out of sheer intuition and spontaneity, is uniquely human.
- Understanding of Context & Nuances: Humans in one part of the world wildly differ from another part of the world. The subtle cues, differences in norms, and unspoken understanding can be difficult to grasp without living them.
Building Consumer Trust in AI
- Transparency in AI Usage: Be open about where and how AI is being used. If a customer interacts with a chatbot, let them know it and explain how it works.
- Clear Disclaimers: Simple notices, such as asking for permission (Can this data be used for our internal training) before using the data and respecting it, can make the customer feel noticed.
- Opt-Out Options: At times, customers are forced to agree to a few terms and conditions as there is no opt-out option. This can also mean brands may lose customers.
Best Practices for Ethical AI Use
- Regular Audits: It is helpful to regularly analyse how your AI system works, its biases, privacy risks, and other unintended consequences.
- Inclusive Data Sets: Actively diversify the data your AI trains on. This will make your system more inclusive for the users.
- Human in the Loop Systems: Your AI system should have human oversight and never work without intervention. This humanises the end-user experience while being efficient.
- Prioritise Security: Implement robust cybersecurity measures to ensure data breaches do not occur easily.
Conclusion
The rise of AI in all its aspects shows that it is not a trend but a fundamental shift in how we consume information and interact with the world around us. And this super efficiency comes with a lot of responsibility. Ethical use of AI is not an option but a non-negotiable responsibility for every business, as, at the end of the day, your customers are human, and they need you to be trustworthy.
