Towards intelligent digital marketing: proposals for training and ethical use of AI

Abstract

This article explores the ethical and educational challenges associated with the integration of artificial intelligence (AI) in digital marketing. It emphasizes the critical need for comprehensive training that combines technical skills with a deep understanding of ethical implications. The discussion highlights the importance of transparency, data privacy, and fairness in AI-driven marketing strategies. The article also examines the role of educational institutions in preparing future professionals to navigate these challenges, advocating for a curriculum that includes both AI literacy and ethical considerations. Key recommendations include the adoption of clear ethical principles, continuous monitoring, and the use of AI tools such as image and video generators, chatbots, and virtual assistants, while ensuring responsible and equitable implementation. The analysis underscores the necessity for a dynamic and adaptive approach to AI governance, recognizing the rapid technological advancements and their impact on global marketing practices. Ultimately, the article calls for a collaborative effort between educational institutions and businesses to ensure that AI is utilized in ways that are both innovative and ethically sound, fostering trust and promoting long-term societal benefits.