Pages: 49-63
Introduction. In a context where artificial intelligence (AI) is radically redefining marketing strategies, the ethical approach is becoming a strategic necessity for modern companies. Decision automation, hyper-targeted personalization and predictive analytics bring significant benefits, but also major ethical risks such as behavioural manipulation, lack of transparency or invasion of privacy. This article explores the intersection of AI and ethical marketing, emphasizing the responsibility of brands to integrate moral principles into the use of emerging technologies.
Aim of the study. The paper is based on a conceptual analysis and relevant case studies, proposing a strategic framework that supports the development of authentic and sustainable relationships with consumers, in an ever-changing digital ecosystem. The original contribution consists in formulating a balanced perspective between technological efficiency and ethical integrity, with direct applicability in contemporary marketing practices.
