Assessing the role of artificial intelligence in enhancing customer personalization: A study of ethical and privacy implications in digital marketing

Orcun Sarioguz 1, * and Evin Miser 2

1 Department of Business Administration, Division of International Trade and Logistics Management, Anadolu University, Eskisehir, Turkey.
2 Department of Psychology, Division of Industrial and Organization Psychology, Ankara University, Ankara, Turkey.
 
Research Article
International Journal of Science and Research Archive, 2024, 13(02), 812-825.
Article DOI: 10.30574/ijsra.2024.13.2.2207
Publication history: 
Received on 07 October 2024; revised on 12 November 2024; accepted on 15 November 2024
 
Abstract: 
Technological evolution, especially in artificial intelligence (AI), has significantly changed digital marketing, specifically customer-targeted experience. Machine learning, recommendation systems, and predictive analytics have made it possible for enterprises to personalize content, products, and services, among other things, on a very large scale. Nevertheless, all these advances have come with large ethical and privacy concerns that are yet to be met. This paper discusses how AI can enhance customers' personalization to analyze the moral and privacy considerations involved. The research examines how machine learning marketing strategies work in the digital environment and real-life examples of organizations that successfully implement these approaches and potential issues. It highlights how individuals might buy more products and make businesses more profitable with customized advertising techniques. However, the paper also describes the moral problems of AI that use personal data without permission, artificially intelligent algorithms that affect decision-making, and artificial intelligence decision-making. At the same time, its work has yet to be well known. The paper looks into privacy risks like data breach incidents, privacy violations, GDPR, and CCPA. This paper adopts an exploratory case study research design as it gathers academic papers, industry examples, and expert opinions to present a balanced view of the effects of AI. Based on the research, conclusions can be drawn that great opportunities AI opens for personalization should be met with safety considerations and working ethical guidelines. In the end, the paper presents guidelines that should help businesses integrate trust and compliance into creating and using AI technologies.
 
Keywords: 
Artificial Intelligence (AI); Customer Personalization; Ethical Implications; Data Privacy; Digital Marketing
 
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