AI Marketing In Digital Era- Opportunities, Challenges and Ethical Concerns

Artificial Intelligence has emerged as a transformative force reshaping marketing strategies, consumer engagement and business decision making. This study highlights the opportunities, challenges and ethical concerns regarding the use of AI in Marketing by drawing upon the comprehensive literature review of various research papers, articles as well as analytical studies. The findings from these sources suggest the effectiveness of AI in marketing as well as its remarkable ability to expedite a lengthy process and achieve the desired results in a short span of time. It also explains how AI give an edge to the marketers and analysts for delivering their services better than before. However despite the recent developments the study lays down various disadvantages of using AI such as deprivation of consumer privacy, manipulation of customers by marketers, algorithmic as well as data biases, concerns regarding accountability, dominance of monopolistic marketers in the market, accountability and lack of emotional quotient in AI during its connect with customers. It was concluded that despite the services, AI is still in its infancy for ethical marketing and needs a lot of changes for its approach as it is likely to become more prominent in fields of academics as well as marketing in upcoming future for the youth.