Ethics of using artificial intelligence in digital marketing
Smahi, Mohammed (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025060319864
https://urn.fi/URN:NBN:fi:amk-2025060319864
Tiivistelmä
As artificial intelligence has really emerged lately, many businesses has started using it in digital marketing. As there are many positive effects of using AI in digital marketing, there are also many ethical concerns that businesses need to take into consideration before implementing AI in their practices.
This empirical research part in this thesis was done in a mixed methods research de-sign with a questionnaire to get some insight into the implications of AI using in digital marketing from the consumer’s perspective. The research also wanted to find out what do consumers think are the biggest concerns regarding the use of AI in digital marketing. This thesis chose as its main topics data privacy, transparency, and manipulation, and these topics were highlighted in the questionnaire to get the consumer’s perspective on these topics, whether positive or more negative.
This empirical research part in this thesis was done in a mixed methods research de-sign with a questionnaire to get some insight into the implications of AI using in digital marketing from the consumer’s perspective. The research also wanted to find out what do consumers think are the biggest concerns regarding the use of AI in digital marketing. This thesis chose as its main topics data privacy, transparency, and manipulation, and these topics were highlighted in the questionnaire to get the consumer’s perspective on these topics, whether positive or more negative.