Artificial intelligence is shaping strategy, activities, interactions, and relationships in business and specifically in marketing. The drawback of the substantial opportunities AI systems and applications provide in marketing are ethical controversies. Building on the literature on AI ethics, the authors systematically scrutinize the ethical challenges of deploying AI in marketing from a multi-stakeholder perspective. By revealing interdependencies and tensions between ethical principles, the authors shed light on the applicability of a purely principled, deontological approach to AI ethics in marketing. To (...) reconcile some of these tensions and account for the AI-for-social-good perspective, the authors make suggestions of how AI in marketing can be leveraged to promote societal and environmental well-being. (shrink)

Contemporary ethical analysis of Artificial Intelligence is growing rapidly. One of its most recognizable outcomes is the publication of a number of ethics guidelines that, intended to guide governmental policy, address issues raised by AI design, development, and implementation and generally present a set of recommendations. Here we propose two things: first, regarding content, since some of the applied issues raised by AI are related to fundamental questions about topics like intelligence, consciousness, and the ontological and ethical status of humans, (...) among others, the treatment of these issues would benefit from interfacing with neuroethics that has been addressing those same issues in the context of brain research. Second, the identification and management of some of the practical ethical challenges raised by AI would be enriched by embracing the methodological resources used in neuroethics. In particular, we focus on the methodological distinction between conceptual and action-oriented neuroethical approaches. We argue that the normative discussion about AI will benefit from further integration of conceptual analysis, including analysis of some operative assumptions, their meaning in different contexts, and their mutual relevance in order to avoid misplaced or disproportionate concerns and achieve a more realistic and useful approach to identifying and managing the emerging ethical issues. (shrink)