Boring but Necessary:
Ethical AI for Marketers

By Josh Robinson

As artificial intelligence (AI) continues to shake up the marketing and advertising world, it’s more important than ever to play by the rules and keep things ethical. AI can sift through mountains of data and create tailor-made marketing experiences that feel like they were designed just for you. But, like Uncle Peter says, “with great power comes great responsibility.” Let’s talk about why ethics are a big deal in AI-driven marketing and advertising, covering privacy, transparency, fairness, societal impact, and content generation.

Keeping the Data Safe

Think of personal data like your favorite secret recipe – you wouldn’t want just anyone getting their hands on it, right? In the world of marketing, AI often deals with a lot of these “secret recipes” to whip up personalized ads. It’s crucial to use this data responsibly. First off, people need to know what’s happening with their info – getting their permission is a must. Then, just like you’d keep that recipe card locked away, companies need to secure personal data to protect it from any nosy intruders. And hey, less is more: only collect the data you actually need, and don’t go snooping for extra ingredients.

No Magic Tricks Here

When it comes to AI, transparency is like a magic show where you get to see behind the curtain. Companies should be upfront about how their AI works, especially how it decides which ads to show you. This demystifies the process and builds trust. It’s also a good idea to tell people when they’re interacting with AI-driven content so they don’t feel like they’re being tricked. Also, if someone asks why they’re seeing a certain ad, give them a clear and simple answer. It’s all about keeping things open and honest.

Najah Phillips, a senior product marketing manager at Salesforce, states, “The future of consumer goods is Data + AI + CRM + Trust. You can’t think about these things in a silo and you can’t think about them as separate investments”​(Salesforce)​. This highlights how intertwined these elements are in building a transparent and trustworthy AI framework.

Leveling the Playing Field

AI can sometimes be like an overzealous referee, making calls based on old playbooks that are a bit biased. To keep the game fair, it’s important to regularly check and correct these biases. This ensures that ads don’t unfairly target or exclude people based on things like race, gender, or age. Plus, advertising should be inclusive and represent everyone in the crowd. AI tools should be accessible to all businesses, not just the big leagues, so that even the underdogs have a shot at success.

Timnit Gebru, a prominent researcher in AI ethics, emphasizes the need to be transparent about error rates and the potential for bias in AI systems. She points out the danger of systematizing societal discrimination through AI and underscores the importance of explicit disclaimers and ethical safeguards​ (Salesforce)​.

Thinking Beyond the Sale

AI-driven marketing and advertising can have ripple effects on society, kind of like tossing a pebble into a pond. It’s important to avoid exploiting consumer vulnerabilities or pulling any sneaky moves without their say-so. Marketers should also keep an eye on how their ads affect mental health, especially for kids and teens who might be more impressionable. And let’s make sure our ads respect cultural differences and steer clear of harmful stereotypes – it’s about promoting positive vibes and mutual respect.

Paula Goldman, Salesforce’s chief ethical and humane use officer, adds, “While I don’t necessarily subscribe to all the hype — or hysteria — around AI, I do believe in AI’s transformative potential and I’m encouraged to see Trust become as central to the AI conversation as the technology itself”​ (Salesforce)​.

It’s no Picasso, Unless it is

AI tools like MidJourney have become incredibly popular for generating visual content. These tools can create stunning images from simple prompts, making them a valuable asset for marketers. However, using AI-generated visual content for commercial purposes comes with its own set of challenges. One major concern is ensuring that the content does not infringe on existing copyrights. While AI can generate original images, the datasets they are trained on might include copyrighted material, raising legal issues.

To navigate these challenges, it’s essential to establish clear guidelines for using AI-generated visuals. This includes checking the terms of service of the AI tool, ensuring proper attribution where required, and possibly even using AI-generated content as a starting point for human artists to refine, thus adding a layer of originality. As noted by experts in the field, transparency and clear communication about the use of AI in content creation are vital to maintain trust with audiences and avoid potential legal pitfalls.

The AI Ghost Writer

AI-generated copy can be a game-changer for content marketers, providing everything from blog posts to ad copy. However, using AI-generated text comes with its own set of ethical considerations. Google’s algorithms are becoming increasingly adept at identifying AI-generated content, which raises questions about authenticity and originality. According to Google’s guidelines, while AI-generated content is not inherently penalized, it must adhere to the same quality standards as human-written content. This means it should be original, valuable, and not merely a rehash of existing information​ (Sprout Social)​.

For commercial purposes, it’s important to use AI as a tool to assist human writers rather than replace them. AI can handle the heavy lifting of data analysis and initial drafts, allowing human writers to focus on adding unique insights and a personal touch. This hybrid approach not only ensures high-quality content but also maintains the human element that is crucial for building trust and engagement with your audience​ (New Digital Age)​.

It’s a Tool, Not the Team

AI’s influence on the workforce is a critical area of ethical consideration. While AI can automate many repetitive tasks, increasing efficiency and freeing up employees for more strategic work, it also raises concerns about job displacement. According to research from McKinsey, up to 60-70% of current work activities could be automated by 2030 to 2060, leading to substantial productivity gains but also significant workforce disruption​ (New Digital Age)​.

Leaders must navigate these changes responsibly, ensuring that AI implementation does not lead to widespread unemployment or exacerbate existing inequalities. This involves investing in retraining and upskilling programs to help employees transition to new roles that require human creativity, emotional intelligence, and complex problem-solving skills—areas where AI currently falls short.

Playing by the Rules

Just like in any good game, there are rules to follow. Companies need to stick to data protection laws like the GDPR and the CCPA, making sure they’re respecting consumer rights. Following advertising standards and guidelines set by industry bodies and regulatory authorities is also key to keeping things ethical and fair.

AI ethics are crucial to avoid product failures and legal challenges, as noted in a report by ForceBrands. The EU’s AI Act aims to regulate AI use, providing ethical guidelines to ensure AI’s responsible application​ (ForceBrands)​.

Owning Up to Mistakes

Accountability in AI is all about owning up when things go wrong. Companies should take responsibility for any harm caused by their AI-driven advertising and offer remedies when needed. Regularly monitoring and evaluating AI systems ensures they’re running ethically, allowing for tweaks and improvements along the way.

Richard Socher, CEO and founder of You.com, notes, “There is a silver lining on the bias issue… It might be easier to fix an algorithm than fix the minds of 10,000 store managers”​ (Salesforce)​. This emphasizes the importance of continual oversight and correction in AI systems.

A Better Way of Working

In a nutshell, keeping AI in marketing and advertising ethical is crucial for protecting consumer rights, ensuring fairness, and building trust. By prioritizing privacy, transparency, fairness, societal well-being, and proper content attribution, companies can harness the power of AI responsibly. This approach not only boosts their marketing efforts but also upholds the highest ethical standards, making the world of advertising better for everyone.

Aiden Gomez, co-founder and CEO of Cohere, emphasizes, “If your users can’t trust the technology, you’re not going to bring it into your product. And so we pour a lot of resources and effort behind closing potential risk factors, like toxicity or bias, [so we’re] able to give our customers comfort about the data that was used as part of training”​ (Salesforce)​.

By adopting ethical practices in AI-driven marketing, companies can create a more inclusive, transparent, and fair environment. This not only benefits consumers but also helps businesses build stronger, more trusting relationships with their audiences. Ultimately, ethical AI in marketing and advertising is about doing the right thing, which can lead to better outcomes for everyone involved. So, while it may seem boring and necessary, embracing ethical AI practices is a smart and responsible choice that pays off in the long run.

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