Considering the ethical aspects of artificial intelligence application from the consumer perspective
DOI:
https://doi.org/10.71159/bizinfo250001VKeywords:
artificial intelligence, digital marketing, personalized advertising, ethical aspectsAbstract
Artificial intelligence (AI) uses large datasets to "train" algorithms that make autonomous decisions, leading to significant changes across fields, including digital marketing and personalized advertising. Given AI's growing importance for business and society, ethical concerns, particularly related to privacy and transparency, are becoming increasingly relevant. This research focuses on the ethical aspects of AI in digital marketing, specifically examining consumer perceptions and responses to personalized recommendations and advertisements. The findings highlight consumer attitudes toward AI in personalized advertising, their digital behaviors, and the caution they exhibit when sharing personal data. The paper also briefly discusses regulatory efforts and the adoption of ethical codes concerning AI, both in Serbia and internationally.
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