AI, data, and ethical marketing

Marketing AI solutions offer ways to leverage enormous supplies of data to anticipate the customer’s next move and personalise the customer experience.

Need to know

  • The ethical development of AI in marketing makes good business sense but companies should consider their moral agency as a good business decision
  • Companies are deploying AI for a variety of purposes, most often used by marketers for product or content recommendation, customer segmentation, social listening and sentiment analysis, search, predictive analytics/forecasting, and personalization
  • It is essential to provide a broader context of risk evaluation for AI in order to address the ethical issues specifically within the marketing function
  • There are three main risks in machine learning: data bias, lack of data transparency, data monopolies
  • Data Bias...

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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

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