The ethical implications of implementing artificial intelligence (AI) in marketing strategies within the Austrian B2B sector are investigated in this thesis. As AI technologies increasingly shape marketing practices, the necessity of addressing ethical considerations is emphasized to ensure responsible usage that aligns with consumer expectations and regulatory requirements. Critical ethical dimensions associated with AI in marketing are identified, including transparency, fairness, algorithmic bias, privacy, and data protection. The necessity for companies to disclose their use of AI in marketing campaigns is highlighted, along with the need for algorithms to operate without bias, as biased algorithms can lead to discriminatory practices that undermine fairness in marketing strategies. Additionally, the influence of socio-cultural factors on consumer attitudes towards AI is examined, impacting the acceptance and effectiveness of AI-driven marketing strategies. A mixed-methods approach is employed, combining primary research through five interviews with industry professionals and a comprehensive review of existing literature. This methodology provides a nuanced understanding of the ethical challenges faced by B2B marketers in Austria, alongside the legal and regulatory hurdles imposed by frameworks such as the General Data Protection Regulation (GDPR) and the recently introduced EU AI Act. It is revealed that robust ethical guidelines must be established by organizations, and a culture of ethical awareness must be cultivated among employees. Continuous training and education are deemed essential to equip team members with the knowledge necessary to navigate ethical AI practices effectively. Furthermore, sensitivity to cultural dynamics is considered crucial for tailoring marketing strategies that resonate with diverse consumer bases, ensuring that marketing efforts are both effective and respectful of local norms. Practical recommendations for managers aiming to implement AI responsibly are provided. These include the development of clear ethical frameworks, investment in bias detection technologies, and the fostering of transparency in AI applications. By adopting these strategies, it is suggested that marketing effectiveness can be enhanced while trust is fostered, and ethical integrity is maintained in AI-driven initiatives. This research not only sheds light on the ethical implications of AI in B2B marketing but also provides actionable insights for companies seeking to navigate the complex landscape of AI technologies responsibly. By prioritizing ethical considerations and adhering to regulatory frameworks like the AI Act, stronger relationships with consumers can be built, contributing to a more trustworthy marketing environment.
Date of Award | 2024 |
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Original language | English |
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Supervisor | Elisabeth Frankus (Supervisor) |
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Ethics in the Implementation of Marketing Strategies Using Artificial Intelligence
Arciniegas Medina, D. F. (Author). 2024
Student thesis: Bachelor's Thesis