Pages: 39-48
Introduction. The impact of artificial intelligence on the business environment is vast and continues to develop. Ethics and artificial intelligence (AI) in business intersect in many areas, from data protection and transparency of decisions, to fairness and social impact. To use AI responsibly, companies need to adopt sound ethical principles, implement transparency measures, and be prepared to manage the long-term
itive advantage, both in terms of efficiency and innovation. However, it is essential that these technologies are implemented responsibly, given the effects on the workforce and the ethics of their use.
Aim of the study. Companies that integrate ethics into the development and use of AI not only reduce risks, but also protect their reputation and consumer trust, becoming leaders in the sustainable and responsible development of technology. The marketing of the future will be defined by the ability to adapt to rapid changes in the environment. Technology, sustainability, transparency, and ethics, along with a focus on personalized and responsible experiences, will shape marketing strategies. Success in this context will depend on how brands manage to embrace these changes and create lasting relationships with consumers.
