As marketers, we're past the point of asking whether we should use AI in our campaigns or day-to-day tasks. It’s being used everywhere, shaping how we create, optimize, and deliver content, but how can we use AI ethically?

The Ethical Use of AI in Digital Marketing

the-ethical-use-of-ai-in-digital-marketing

[[p]]Artificial Intelligence has become the new intern of marketing teams&mdash;it&rsquo;s eager, fast, and may often require supervision.&nbsp;[[/p]]

[[p]]Despite fears that AI would replace marketers entirely, what we&rsquo;re seeing instead is a symbiotic relationship between this technology and digital marketers.&nbsp;[[/p]]

[[p]]In fact, our [[a href="https://digitalmarketinginstitute.com/resources/ebooks/global-digital-skills-training-report-insights-from-corporate-leaders" target="_blank"]]2024 Global Digital Skills &amp; Training Report[[/a]] reveals that marketing leaders are integrating AI-driven initiatives into their strategies and many are anticipating a significant impact on productivity (50%), efficiency (45%), and innovation (38%).[[/p]]

[[p]]As marketers, we&#39;re past the point of asking whether we should use AI in our campaigns or day-to-day tasks. It&rsquo;s being used everywhere, shaping how we create, optimize, and deliver content. Who hasn&rsquo;t turned to tools like ChatGPT to refine ad copy or used AI-powered software to enhance marketing visuals?&nbsp;[[/p]]

[[p]]The real question now isn&rsquo;t whether we should use [[a href="https://digitalmarketinginstitute.com/blog/ai-in-digital-marketing-the-ultimate-guide" target="_blank"]]AI in digital marketing[[/a]], but how we can do it ethically.[[/p]]

[[p]]Artificial intelligence is a game changer for marketers as it helps personalize, optimize, and automate many key marketing activities. Our [[a href="https://digitalmarketinginstitute.com/students/short-courses/ai-in-digital-marketing" target="_blank"]]short interactive AI course[[/a]] (with practical AI tool walkthroughs) will help you understand the fundamentals of AI and use key tools for research, content development, data-driven decision-making, and creative design. Get started today![[/p]]

[[p]]AI ethics refers to the principles and guidelines that govern the responsible development, deployment, and use of artificial intelligence to ensure fairness, transparency, privacy, and accountability.&nbsp;[[/p]]

[[p]]Ethical AI use promotes values such as [[a href="https://digitalmarketinginstitute.com/blog/diversity-and-inclusion-in-digital-marketing" target="_blank"]]inclusivity[[/a]], ensuring that AI doesn&rsquo;t reinforce discrimination or deception. For businesses and marketers, it means using AI in a way that respects consumer rights, maintains trust, and adheres to legal and moral standards.[[/p]]

[[p]]Before we go into specific benefits and examples, let&rsquo;s understand the difference between regulations and ethics.&nbsp;[[/p]]

[[p]]AI regulations are the laws and policies that businesses must follow, such as [[a href="https://digitalmarketinginstitute.com/blog/the-definitive-gdpr-checklist-for-marketers" target="_blank"]]GDPR[[/a]] (General Data Protection Regulation) in Europe or [[a href="https://digitalmarketinginstitute.com/blog/get-ready-for-the-california-consumer-privacy-act-ccpa" target="_blank"]]CCPA[[/a]] (California Consumer Privacy Act) in the USA.&nbsp;[[/p]]

[[p]]These rules set minimum standards for [[a href="https://digitalmarketinginstitute.com/blog/the-state-of-data-privacy" target="_blank"]]data protection[[/a]], transparency, and accountability. Violating them can result in fines, legal action, as well as reputational damage.&nbsp;[[/p]]

[[p]]AI ethics, on the other hand, go beyond legal compliance. Ethical AI considers the broader impact of AI-driven marketing and ensures fairness, prevents bias, and cultivates trust.&nbsp;[[/p]]

[[p]]While regulations define what must be done, ethics shape what should be done.&nbsp;[[/p]]

[[p]]Brands and businesses that embrace AI ethics proactively don&rsquo;t just avoid penalties &mdash; they also foster stronger relationships with consumers. This is because the two are interlinked and the foundations of ethics are based on regulations, so you cannot talk about one without mentioning the other.&nbsp;[[/p]]

[[p]]So how can ethical practices of AI in the digital marketing industry benefit you and your organization?&nbsp;[[/p]]

[[p]]When brands prioritize ethical AI use, they signal to consumers that their data is handled responsibly. Transparency in AI-driven marketing, such as clearly labeling AI-generated content or obtaining proper consent for data collection, enhances credibility.&nbsp;[[/p]]

[[p]]Tech companies have integrated transparency into the upload process of content. You may see a label at the bottom of TikTok or YouTube videos, advising users if it was AI-generated. When uploading ebooks to sell on Amazon, authors are also asked if any part of it was created using AI.[[/p]]

[[p]]While marketers and content creators may find it tempting to bypass such systems, being reported after the fact may lead to content being taken down or even accounts being suspended.[[/p]]

[[p]]AI thrives on data, but ethical AI respects boundaries. Privacy-first practices like data anonymization and GDPR/CCPA compliance help prevent misuse and reduce the risk of breaches.&nbsp;[[/p]]

[[p]]In Europe, the EU AI Act and UK AI framework enforce transparency and risk assessment, ensuring responsible AI use and stronger data protection. When consumers know their information is secure, they are more likely to engage more comfortably with brands.[[/p]]

[[p]]For example, there are businesses that regularly update their Privacy Statements on their websites or when people sign up to newsletters. They also actively state and specify if AI will be used in processing their clients&rsquo; data.&nbsp;[[/p]]

[[p]]Financial entities and banks are leading the way in this regard, with companies like [[a href="https://www.mastercard.com/news/press/2023/july/mastercard-leverages-its-ai-capabilities-to-fight-real-time-payment-scams/" target="_blank"]]Mastercard creating blog posts[[/a]] on how they use and train their AI to fight scams. [[a href="https://www.gbm.hsbc.com/en-gb/campaigns/artificial-intelligence" target="_blank"]]HSBC also has a full section[[/a]] on their website about the responsible use of AI.&nbsp;[[/p]]

[[p]]When developed and used responsibly, AI can help eliminate biases rather than reinforce them. This can be done on the back end by de-biasing models by manually altering vectors for certain features (gender, race, etc.)&nbsp; to avoid biased predictions. This is similar to affirmative action strategies used in HR in different countries.[[/p]]

[[p]]Ethical AI models ensure that marketing efforts reach diverse audiences fairly, whether through unbiased ad targeting, inclusive content generation, or [[a href="https://digitalmarketinginstitute.com/blog/digital-accessibility-what-marketers-need-to-know" target="_blank"]]accessibility-friendly automation[[/a]].&nbsp;[[/p]]

[[p]]If brands prioritize fairness, their campaigns will resonate with a wider, more diverse customer base.[[/p]]

[[p]]Though programming the AI to be inclusive will depend on the tech companies, it is up to the marketing teams who use these tools to do the necessary audits. Marketers should stay vigilant and evaluate a tech platform&rsquo;s brand values and how they train their AI.[[/p]]

[[p]]This can be done by following news about AI-driven companies. By supporting and only using tools by tech brands that prioritize inclusivity and fairness, marketers can send a clear message that they can influence ethical AI practices. This is similar to patronizing companies that have good brand values.&nbsp;[[/p]]

[[p]]Neglecting ethical AI practices can have serious consequences.&nbsp;[[/p]]

[[p]]One of the biggest cases to date was the [[a href="https://fortune.com/2024/03/20/google-250-million-euro-fine-france-news-publishers-ai-bard-gemini-training-data/" target="_blank"]]French Competition Authority (FCA) suing Google for &euro;250 million[[/a]] because the tech giant used content from press agencies and publishers to train its Bard foundation model, without informing them or the FCA.&nbsp;[[/p]]

[[p]]Another company that got in trouble was Clearview, which provides facial-recognition software and services. They were [[a href="https://techcrunch.com/2024/09/03/clearview-ai-hit-with-its-largest-gdpr-fine-yet-as-dutch-regulator-considers-holding-execs-personally-liable/" target="_blank"]]fined &euro;30.5 million (roughly $34 million) by the Dutch Data Protection Authority (DPA)[[/a]] for violating the GDPR.&nbsp;[[/p]]

[[p]]Regulatory bodies worldwide are cracking down on AI misuse, and businesses caught violating ethical guidelines risk monetary penalties and consumer backlash. Ethical AI isn&rsquo;t just the right thing to do &mdash; it&rsquo;s a smart business move.[[/p]]

[[p]]Before we zone in on specific case studies of AI ethics in marketing, let&rsquo;s look at the current applications of AI in digital marketing.&nbsp;[[/p]]

[[p]][[strong]]Social Media:[[/strong]] The ethical use of [[a href="https://digitalmarketinginstitute.com/blog/ai-in-social-media" target="_blank"]]AI in Social Media[[/a]] has been widely discussed, with the emergence of AI models to market a brand or the simple use of AI to populate content on social media channels.&nbsp;[[/p]]

[[p]][[strong]]Automation:[[/strong]] [[a href="https://digitalmarketinginstitute.com/blog/examples-of-ai-in-marketing-automation" target="_blank"]]AI in Marketing Automation[[/a]] streamlines tasks like personalization, customer segmentation, and campaign optimization, allowing brands to deliver targeted messaging at scale.&nbsp;[[/p]]

[[p]][[strong]]User Experience:[[/strong]] From chatbots offering instant support to predictive analytics anticipating user needs, [[a href="https://digitalmarketinginstitute.com/blog/how-to-use-ai-to-improve-your-ux"]]AI in UX[[/a]] enhances personalization, navigation, and automation, creating seamless digital experiences.[[/p]]

[[p]][[strong]]Search Engine Operations:[[/strong]] From AI-powered tools for keyword research and topic generation to algorithms that refine search rankings, [[a href="https://digitalmarketinginstitute.com/blog/ai-seo"]]AI in SEO[[/a]] enhances content relevance and performance. Features like [[a href="https://digitalmarketinginstitute.com/blog/prepare-for-the-future-of-voice-search" target="_blank"]]voice search optimization[[/a]], predictive analytics, and automated SEO audits help marketers stay ahead of trends and boost visibility.[[/p]]

[[p]]Now that we know the benefits of ethical AI use, as well as the common ways digital marketers are using the technology, let&rsquo;s look into the key ethical concerns or &ldquo;pitfalls&rdquo;.&nbsp;[[/p]]

[[p]]Data is the fuel that powers AI-driven marketing. One of the challenges of ethical AI use is data collection and usage.&nbsp;[[/p]]

[[p]]Consumers will move elsewhere if they don&rsquo;t feel secure. This happened in the case of [[a href="https://digitalmarketinginstitute.com/blog/the-future-of-twitter-marketing-possible-scenarios" target="_blank"]]Elon Musk&rsquo;s X[[/a]] that [[a href="https://www.forbes.com/sites/johnkoetsier/2024/07/26/x-just-gave-itself-permission-to-use-all-your-data-to-train-grok/" target="_blank"]]used artists&#39; posts to train its AI models[[/a]] without fully informing or obtaining consent from the content creators.&nbsp;[[/p]]

[[p]]This led to a significant backlash from artists, who felt their work was being exploited without permission or compensation. As a result, many artists moved to platforms like [[a href="https://digitalmarketinginstitute.com/blog/what-is-bluesky-how-can-marketers-use-it" target="_blank"]]Bluesky[[/a]], which promises a more transparent and user-friendly approach to data usage and AI training.[[/p]]

[[p]]AI systems are only as good as the data they are trained on, and biased or unrepresentative data can result in algorithms that reflect societal prejudices.&nbsp;[[/p]]

[[p]]So, if the data used to train marketing algorithms is skewed, the AI may inadvertently favor certain demographics while excluding or misrepresenting others. This can affect ad targeting, content recommendations, and even product promotions, often in ways that reflect existing inequalities.&nbsp;[[/p]]

[[p]]For example, it can manifest in personalization bias for e-commerce websites. AI recommendation engines may offer different pricing or product visibility based on demographics such as higher prices for users in wealthier areas or excluding certain groups from seeing luxury items.&nbsp;[[/p]]

[[p]]Stock image platforms can also fall victim to algorithmic bias, which is rooted in the AI being trained in historical data. AI algorithms used by stock image platforms may categorize images of women in leadership roles as "office worker" or "support staff," while men are labeled as "CEO" or "executive leader," reflecting outdated gender norms. As marketers, it pays to be mindful of tagging and categorizations.&nbsp;[[/p]]

[[p]]An interesting campaign highlighting AI bias was created by [[a href="https://www.thedrum.com/news/2023/12/04/sephora-italy-raises-awareness-gender-based-violence-three-ai-driven-short-films" target="_blank"]]Sephora Italy on the nature of victim blaming[[/a]]. When they asked ChatGPT to write a story about domestic violence, the script contained scenes of victim blaming. This was a clear example of just what happens in real life. The Sephora videos produced for this campaign showed that AI trained on historical data may be harmful by perpetuating systemic problems.&nbsp;&nbsp;[[/p]]

[[p]]The key to preventing algorithmic bias in marketing is to ensure that AI systems are trained on inclusive, representative data sets that are regularly updated. Marketers may not be directly involved in this step, but they can stay up-to-date or make inquiries about how the tools they are using are training their AI. Link up with an IT or Data Officer to have discussions about these issues, especially when using proprietary AI.&nbsp;[[/p]]

[[p]]Another issue related to AI in marketing is transparency or disclosure of when AI is used.&nbsp;[[/p]]

[[p]]One incident we can look at is the case of Gobelins Paris, a prestigious French art school known for its animation and visual arts programs. They faced backlash after using AI-generated visuals in their promotional materials. The school did not initially disclose that these images were AI-generated, leading to criticism from students, alumni, and artists who argued that an institution dedicated to human creativity should not rely on AI for marketing.&nbsp;[[/p]]

[[p]]To mitigate the backlash, [[a href="https://www.instagram.com/gobelins.paris/p/C5i_ZuIKU-G/" target="_blank"]]Gobelins issued a public statement[[/a]] clarifying that the AI-generated images were part of a student project in publishing and project management, rather than the school&rsquo;s core animation or design programs. However, such a reaction could have been prevented if there was a full disclosure from the beginning.&nbsp;[[/p]]

[[p]]Businesses are starting to rely on AI tools even as creative artists are pushing back. It&rsquo;s easy to save money on a full-day photo shoot by generating some mediocre but acceptable images through [[a href="https://digitalmarketinginstitute.com/resources/videos/walkthrough-how-to-use-midjourney" target="_blank"]]Midjourney[[/a]] instead.&nbsp;[[/p]]

[[p]]However, consumers are getting increasingly smart at recognizing AI-generated content in promotional materials. While AI can enhance certain advertisements, its effectiveness varies. In some cases, it may fail to resonate with audiences. For example, Coca-Cola faced backlash after creating an AI-heavy [[a href="https://digitalmarketinginstitute.com/blog/top-christmas-ads"]]Christmas ad[[/a]] that felt &ldquo;soulless&rdquo; and &ldquo;devoid of creativity.&rdquo;&nbsp;[[/p]]

[[p]]AI-generated deepfakes using voices and images of public personalities can be entertaining, but they also pose serious risks, such as spreading misinformation or deceiving vulnerable audiences. Individuals or groups with ill intentions can exploit this technology to create fake evidence, manipulate opinions, or run misleading ads.[[/p]]

[[p]]While this is a broader issue, marketers must stay vigilant, as the creative and marketing industries are deeply connected. Campaigns rely on artists and content creators, making ethical AI use crucial in maintaining trust and authenticity.[[/p]]

[[p]]To avoid falling into these &ldquo;pitfalls&rdquo; of AI in marketing use, here are key strategies that digital marketers can adopt to ensure the technology is used ethically in all&nbsp; day-to-day operations.[[/p]]

[[p]]Regular ethics-based audits help businesses assess the fairness, transparency, and impact of their AI-driven marketing initiatives.&nbsp;[[/p]]

[[p]]To align AI with ethical and regulatory standards, researchers from Oxford and Bologna developed [[a href="https://www.oii.ox.ac.uk/news-events/a-report-from-the-universities-of-oxford-and-bologna-will-help-protect-society-from-unethical-ai-with-a-world-first-approach-to-support-organisations-to-meet-future-eu-regulations/" target="_blank"]]capAI (Conformity Assessment Procedure for AI)[[/a]], a framework for assessing AI&rsquo;s fairness, transparency, and compliance with laws like the EU AI Act.&nbsp;[[/p]]

[[p]]IBM has also developed the [[a href="https://aif360.res.ibm.com/" target="_blank"]]AI Fairness 360 Toolkit[[/a]], an open-source library that contains over 70 fairness metrics and algorithms.[[/p]]

[[p]]By integrating capAI into an ethics-based audit, companies can identify biases in ad targeting, ensure consumer privacy protections, and validate AI-driven marketing decisions.[[/p]]

[[ul]]
	[[li]][[strong]]Bias detection and fairness assessments: [[/strong]]Run tests to identify biases in ad targeting and personalization algorithms. Make sure to also understand how tech companies are using AI for tools that you use daily in campaigns etc. Watch out for announcements or blog posts from big tech companies that explain the latest development in their training models. As marketers, these subjects can get a bit too technical so don&rsquo;t hesitate to reach out to companies whose AI tools you&rsquo;re planning to use.&nbsp;[[/li]]
	[[li]][[strong]]Compliance checks:[[/strong]] Verify that AI usage aligns with data protection laws like GDPR or CCPA.[[/li]]
[[/ul]]

[[p]]Companies need well-defined policies that govern AI deployment in marketing.&nbsp;[[/p]]

[[ul]]
	[[li]][[strong]]Define AI&rsquo;s role: [[/strong]]Clarify when AI is used for personalization, automation, or decision-making. Then let users know via your website or other platforms.&nbsp;[[/li]]
	[[li]][[strong]]Set ethical boundaries:[[/strong]] Ensure AI does not engage in manipulative practices, such as deepfake advertising.[[/li]]
	[[li]][[strong]]Enforce human oversight: [[/strong]]AI should assist marketing efforts, not replace ethical decision-making by humans.[[/li]]
[[/ul]]

[[p]]You can review our [[a href="https://digitalmarketinginstitute.com/blog/membership-update-spring-2024" target="_blank"]]Membership Update[[/a]] if you want more guidance on developing an AI policy.&nbsp;[[/p]]

[[p]]Handling consumer data ethically is a cornerstone of responsible AI use. Marketers must prioritize data minimization, anonymization, and security to protect consumer privacy.[[/p]]

[[ul]]
	[[li]][[strong]]Data minimization: [[/strong]]Collect only the data necessary for marketing campaigns and avoid excessive tracking.[[/li]]
	[[li]][[strong]]Anonymization:[[/strong]] Support companies and tools that remove personally identifiable information from datasets used to train AI models.[[/li]]
	[[li]][[strong]]Secure storage:[[/strong]] Use encryption and secure storage practices to prevent data breaches.[[/li]]
[[/ul]]

[[p]]Consumers should be aware when AI is influencing their marketing experiences. Transparent AI use builds trust and reassures users that their data is being handled ethically.[[/p]]

[[ul]]
	[[li]][[strong]]Label AI-generated content:[[/strong]] Indicate when AI is used to create ads, chatbots, or product recommendations.[[/li]]
	[[li]][[strong]]Provide user controls:[[/strong]] Allow consumers to adjust AI-driven personalization settings.[[/li]]
	[[li]][[strong]]Disclose AI&rsquo;s role in decision-making:[[/strong]] Explain how AI influences pricing, targeting, and content recommendations.[[/li]]
[[/ul]]

[[p]]Ethical AI use in marketing is only possible when professionals stay informed about AI advancements, risks, and best practices. Continuous learning ensures that marketing teams understand AI&rsquo;s potential pitfalls and ethical implications.[[/p]]

[[ul]]
	[[li]][[strong]]Provide AI ethics training:[[/strong]] Offer workshops and courses on responsible AI use. Better yet, [[a href="https://digitalmarketinginstitute.com/students/short-courses/ai-in-digital-marketing" target="_blank"]]educate your employees on AI ethics[[/a]].&nbsp;[[/li]]
	[[li]][[strong]]Encourage knowledge sharing: [[/strong]]Keep teams updated on AI regulations, industry trends, and ethical debates. Aside from teams, make sure your clients are well aware of the newest trends in AI. While marketing firms may find it daunting to explain these concepts to clients in fear of being replaced by these AI tools, highlighting the amount of work that goes into managing these tools may dissuade the clients altogether.&nbsp;[[/li]]
	[[li]][[strong]]Promote interdisciplinary collaboration:[[/strong]] Involve legal, ethics, and tech experts in your organization in AI marketing decisions.[[/li]]
[[/ul]]

[[p]]Using AI for your campaigns is not a matter of simply pushing some buttons to create content or run ads using AI &mdash; human intervention is still needed.[[/p]]

[[p]]From strategy and content creation to campaign setup, publishing, and execution, human oversight is essential at every stage. While automation improves efficiency, regular human review ensures ethical compliance, as well as alignment with brand values.&nbsp;[[/p]]

[[p]]This is a point that OpenAI, the company that owns ChatGPT, tried to make in its [[a href="https://www.techradar.com/computing/artificial-intelligence/openais-chatgpt-super-bowl-commercial-was-created-entirely-by-humans-and-maybe-we-dont-have-to-fear-ai-after-all" target="_blank"]]Super Bowl commercial that celebrates human creativity[[/a]].[[/p]]

[[p]]Whether you&rsquo;re a content creator, marketing executive, or part of a digital advertising agency, how can you play a role in promoting ethical AI use?&nbsp;[[/p]]

[[p]]The Gobelins case came to light only because students and vloggers spoke up, creating videos to call out the use of AI-generated images. Discuss these issues with your teams, stay informed, and don&rsquo;t hesitate to hold other businesses accountable when they blur ethical lines.[[/p]]

[[p]]There are already many [[a href="https://digitalmarketinginstitute.com/blog/some-inspiring-uses-of-ai-in-digital-marketing" target="_blank"]]inspiring uses of AI in digital marketing[[/a]] and in terms of AI ethics, here are examples of brands that champion the cause.[[/p]]

[[p]]Beauty giant Dove, known for its commitment to real and inclusive beauty, launched a campaign highlighting AI&rsquo;s biased and unrealistic beauty standards. The brand conducted an experiment asking generative AI models to create images of &ldquo;beautiful women.&rdquo;[[/p]]

[[p]]The results? AI overwhelmingly produced unrealistic, Eurocentric, and heavily edited images, reinforcing beauty ideals that exclude diverse representations.[[/p]]

[[p]]Dove used this campaign to call out AI bias in beauty standards and they also created the [[a href="https://digitalmarketinginstitute.com/resources/case-studies/dove-a-spotless-approach-to-digital-marketing" target="_blank"]]&ldquo;Real Beauty Prompt Guidelines,&rdquo;[[/a]] a playbook on how to create images with more representation.[[/p]]

[[p]]In terms of holding other businesses accountable, journalists have taken the charge, backed by the Pulitzer Center. The Pulitzer Center&rsquo;s AI Spotlight Series trains journalists worldwide, particularly from underrepresented communities, in AI accountability reporting through free online workshops.&nbsp;[[/p]]

[[p]]They also have the [[a href="https://pulitzercenter.org/grants-fellowships/opportunities-journalists/ai-accountability-fellowships" target="_blank"]]AI Accountability Fellowships[[/a]] that provide financial support and mentorship for journalists to investigate how AI is deployed by governments and corporations, which include brand or marketing campaigns. Since 2022, these fellowships have supported reporters across five continents, leading to policy changes and official inquiries.[[/p]]

[[p]]Tapestry, the parent company of brands like Coach and Kate Spade, has proactively developed structured AI strategies and guidelines.&nbsp;[[/p]]

[[p]]Their proprietary AI, [[a href="https://www.forbes.com/sites/meganpoinski/2024/08/14/how-tapestry-uses-ai-digital-tech-and-stores-to-serve-its-customers/" target="_blank"]]Tell Rexy[[/a]] enhances their customer service by continuous feedback given by their sales representatives, which is a good example of human intervention improving AI systems.&nbsp;[[/p]]

[[p]]By adopting self-regulation and ethical AI practices, Tapestry aims to mitigate reputational risks and align its AI initiatives with its longstanding brand values.[[/p]]

Gobelins Paris social media post in reponse to using AI-generated images

The Ethical Use of AI in Digital Marketing

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