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Implementing Responsible Artificial Intelligence in Marketing

Vikas Kumar et al.

American Business Review2025https://doi.org/10.37625/abr.28.2.319-342article
ABDC B
Weight
0.50

What the paper says

Ethical use of AI ensures equity and fairness for all stakeholders, leading to enhanced business performance. This conceptual paper explores the ethical implications of Artificial Intelligence (AI) in marketing through a literature synthesis grounded in ethical theory. Drawing on frameworks such as utilitarianism, deontology, virtue ethics, ethics of care, and contractarianism, the study identifies five key ethical challenges—monopolization, privacy, corporate social responsibility, human rights, and accountability. Real-world cases illustrate how these challenges manifest in practice. The paper proposes theory-driven solutions including data democratization, contextual data use, adherence to human rights protocols, and the establishment of AI governance mechanisms like ombudspersons. By offering a conceptual framework and ethical propositions, the study contributes to the development of responsible AI practices in marketing and outlines directions for future research.

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https://doi.org/https://doi.org/10.37625/abr.28.2.319-342

Or copy a formatted citation

@article{vikas2025,
  title        = {{Implementing Responsible Artificial Intelligence in Marketing}},
  author       = {Vikas Kumar et al.},
  journal      = {American Business Review},
  year         = {2025},
  doi          = {https://doi.org/https://doi.org/10.37625/abr.28.2.319-342},
}

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Implementing Responsible Artificial Intelligence in Marketing

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.