Artificial Intelligence (AI) is rapidly changing the marketing landscape, yet its potential risks are often overlooked. Research by Professor Lauren Labrecque of the University of Rhode Island shows that among the many articles about the application of AI in marketing, only a handful of them focus on the potential harms of AI advertising, such as lack of transparency, misleading information, and manipulative behavior. This article will deeply explore the current application status, potential risks and related countermeasures of AI in the marketing field.
The application of artificial intelligence (AI) is in full swing in today's marketing world, but a marketing expert has warned that people are not paying enough attention to the potential harm of AI advertising.
A recent study published by Professor Lauren Labrecque and her team from the University of Rhode Island shows that only about 10% of articles mentioning AI in high-ranking marketing journals discuss the use of AI The potential harm of AI advertising.
Professor Labrecque said in an interview that although marketers are keen to use AI technology to improve efficiency, reduce costs, and achieve precise consumer targeting, they seem to ignore consumer reactions and possible harm. The research team analyzed 290 relevant marketing journal articles and found that only 33 articles considered ethical issues in AI applications.
Today, many businesses leverage AI tools to optimize advertising, email, and social media content. When watching a Netflix show, the AI algorithm will recommend certain movies to you; when shopping on websites such as Amazon or Walmart, AI will push product suggestions to you; when using website customer service chatbots, you are almost interacting with AI. Almost every business is using AI to some extent, and even some big brands like Coca-Cola are starting to use AI to generate ads.
However, Professor Labrecque pointed out that a lack of transparency, misleading information and manipulative behavior are all risks that people need to be wary of. AI in marketing can perpetuate harmful stereotypes, infringe on artists’ personal rights, and even have a negative impact on mental health, especially with AI-powered beauty filters. She also mentioned that some companies are starting to use AI to create model images instead of hiring real models, which triggered deep thinking about the consequences.
Against this background, Professor Labrecque called on consumers to maintain a “healthy skepticism” and suggested that companies establish internal regulatory mechanisms to protect themselves and their customers from the negative impacts of AI marketing. She described the current control of AI technology as the "Wild West" and there is an urgent need to establish corresponding norms.
Highlight:
Only 10% of marketing journal articles discuss the potential harm of AI, and the marketing field pays insufficient attention to risks.
Many companies use AI to optimize advertising and recommend products, but there may be problems such as lack of transparency and misleading information.
Consumers need to remain skeptical, and companies should establish regulatory mechanisms to ensure responsible use of AI technology.
All in all, the application potential of AI in the marketing field is huge, but there are also many challenges. In order to avoid the abuse of AI technology, consumers need to remain vigilant, and companies also need to strengthen self-discipline and formulate corresponding ethical norms to jointly promote the healthy development of AI technology and ensure that its application in the marketing field is safe and reliable.