How Machine Learning, Classification Models Impact Marketing Ethics - InformationWeek

People seek convenience in their experiences with brands. Brands have begun to use machine learning classification to know who, where, and when to direct resources to provide that convenience. But in relying on algorithms to provide customer convenience, managers must understand classification to protect brands from making unethical societal choices when delivering outcomes to customers. It's not new for businesses to be proactive in an effort to influence. History is filled with intriguing stories of worthy trials such as constructing homes near plants for workers, to failed efforts, too, such as those that led to the 2009 global financial crisis.