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)

In the contemporary digital age, recommender systems (RSs) play a fundamental role in managing information on online platforms: from social media to e-commerce, from travels to cultural consumptions, automated recommendations influence the everyday choices of users at an unprecedented scale. RSs are trained on users’ data to make targeted suggestions to individuals according to their expected preference, but their ultimate impact concerns all the multiple stakeholders involved in the recommendation process. Therefore, whilst RSs are useful to reduce information overload, their (...) deployment comes with significant ethical challenges, which are still largely unaddressed because of proprietary constraints and regulatory gaps that limit the effects of standard approaches to explainability and transparency. In this context, I address the ethical and social implications of automated recommendations by proposing a pro-ethical design framework aimed at reorienting the influence of RSs towards societal interest. In particular, after highlighting the problem of explanation for RSs, I discuss the application of beneficent informational nudging to the case of conversational recommender systems (CRSs), which rely on user-system dialogic interactions. Subsequently, through a comparison with standard recommendations, I outline the incentives for platforms and providers in adopting this approach and its benefits for both individual users and society. (shrink)