Council Post: The Role Of Ethics In The Evolving World Of Marketing AI

Like every other industry, marketing has been on a decades-long journey of change driven by constant advancements in data management, analytics and technology, along with external influences such as privacy legislation, market fluctuations, consumer trends and social sentiment (not to mention a global pandemic). But I think the next era of transformation in marketing will be like no other, with technologies like machine learning (ML) and artificial intelligence (AI) playing a more prominent role than ever before. With new technologies come elevated restraints and the need for moral metrics. Today's shifts revolve around the clear truth that consumers have raised the bar by controlling their relationship with brands and determining their own levels of engagement. And every business survives and thrives based on its command of the customer experience.