The research has analysed failed AI instances like Microsoft Tay, the Facebook-Cambridge Analytica data scandal and the biased AI hiring software used by Amazon to demonstrate the dangers of unregulated AI, which can lead to increased bias, privacy issues and inequality.

Published in the American Business Review (ABDC A-rated publication), the study is co-authored by Prof. Priyanka Sharma of IIM Lucknow, along with international authors. The study uses ethical theories such as utilitarianism, deontology, virtue ethics, care ethics and contractarianism to shortlist five important ethical issues in AI marketing: monopolisation, privacy, corporate social responsibility, human rights and accountability.

The study proposes remedies such as data democratisation, purposeful use of data, human rights standards and effective AI governance systems with accountability and ethical review processes. The study provides important insights for scholars, organisations and policymakers to ensure the ethical use of AI in marketing.