Artificial Intelligence in Finnish SME Marketing: Adoption, Potential, and Ethical Challenges

Abstract

The impact of Artificial Intelligence (AI) on marketing practices was investigated in the context of Finnish small and medium-sized enterprises (SMEs), focusing on adoption, potential, practical applications, and ethical considerations. The primary objective was to analyze how Finnish SMEs utilized AI in domestic marketing activities. A mixed-methods approach was applied, incorporating qualitative and quantitative data. It was found that 43% of SMEs used AI daily, while 37% were in early adoption stages. Respondents identified AI as a key driver of growth, with 86% predicting significant changes within 2–5 years. Ethical concerns, including transparency, data privacy, and copyright issues, were noted, with 73% expressing doubts about AI’s independent ethical decision-making capabilities. Enhanced regulatory frameworks and internal guidelines were deemed essential to address these issues. The research provided actionable insights for marketing professionals and policymakers to support responsible AI integration and highlighted directions for future investigations into AI’s evolving role in marketing