In today's marketing landscape, the application of artificial intelligence (AI) is booming, but a marketing expert warns that there is insufficient concern about the potential harms of AI advertising.
Research recently published by Professor Lauren Labrecque and her team from the University of Rhode Island shows that in high-ranking marketing journals, only about 10% of articles mentioning AI discuss the potential harms of using AI in advertising.
Image Note: The image is generated by AI, courtesy of the image licensing service provider Midjourney.
In an interview, Professor Labrecque stated that while marketers are eager to leverage AI technology to enhance efficiency, reduce costs, and achieve precise consumer targeting, they seem to overlook consumer reactions and the potential harms. The research team analyzed 290 relevant articles from marketing journals and found that only 33 articles considered the ethical issues related to AI applications.
Today, many businesses are using AI tools to optimize advertising, email, and social media content. While watching a Netflix show, AI algorithms recommend certain films; when shopping on sites like Amazon or Walmart, AI suggests products; and when using a website's customer service chatbot, you are essentially interacting with AI. Almost every business is utilizing AI to some extent, and even large brands like Coca-Cola have started using AI to generate advertisements.
However, Professor Labrecque points out that the lack of transparency, misleading information, and manipulative behavior are risks that people need to be aware of. AI in marketing may perpetuate harmful stereotypes, infringe on artists' personal rights, and even have negative effects on mental health, especially with AI-driven beauty filters. She also mentioned that some companies are beginning to use AI to create model images instead of hiring real models, raising concerns about the consequences.
In this context, Professor Labrecque calls for consumers to maintain a "healthy skepticism" and suggests that companies establish internal regulatory mechanisms to protect themselves and their customers from the negative impacts of AI marketing. She describes the current control over AI technology as akin to the "Wild West," emphasizing the urgent need for appropriate regulations.
Key Points:
🌐 Only 10% of marketing journal articles discuss the potential harms of AI, indicating insufficient risk awareness in the marketing field.
💡 Many businesses utilize AI to optimize advertising and product recommendations, but there may be issues related to lack of transparency and misleading information.
🤖 Consumers need to maintain a skeptical attitude, and businesses should establish regulatory mechanisms to ensure responsible use of AI technology.
