Reflections on marketing ethics in the face of the challenges posed by artificial intelligence and big data: rethinking values and rules in the digital age

Abstract

The field of marketing has evolved considerably over the years and continues to face a recurring ethical dilemma, torn between moral considerations and the pursuit of profit. At present, major companies specialising in technology-driven marketing are making extensive use of databases, data analytics, targeting based on users’ past behaviour, precision targeting and even micro-targeting. When addressing the issue of ethics and governance of artificial intelligence in the digital marketing sector, it is essential to engage first and foremost with the key players in the advertising industry. Their business model relies on the exploitation of users’ personal data and the sale of advertising space. Users of these high-quality, free services have tacitly agreed to pay for them by sharing their personal data. This issue has a significant impact on global society, and it appears that further debate is needed. At a global level, one challenge is to rethink the current social contract and strike a balance between innovation and risk mitigation. Several principles relating to the governance of artificial intelligence have been set out by organisations such as the UN, the OECD, the European Union, the World Economic Forum and the IEEE. Although these guidelines share many similarities, the question arises as to how well they are suited to specific sectors, such as digital marketing. These policies are not legally binding and can only be implemented at government level. However, marketing technologies operate on a global scale, data centres are spread across the globe, and ethical considerations are influenced by culture, which complicates the adoption of new standardised approaches.

Keywords: Marketing Ethics; Artificial Intelligence (AI); Big Data Analytics (BDA); Digital Marketing; Consumer Privacy; Data Governance; Corporate Responsibility; Algorithmic Transparency; Consumer Trust; Ethical AI.

Received Date: June 19, 2026

Accepted Date: July 10, 2026

Published Date: August 01, 2026

Available Online at: https://www.ijsrisjournal.com/index.php/ojsfiles/article/view/919