Artificial intelligence (AI) is (re)shaping strategy, activities, interactions, and relationships in business and specifically in marketing. The drawback of the substantial opportunities AI systems and applications (will) provide in marketing are ethical controversies. Building on the literature on AI ethics, the authors systematically scrutinize the ethical challenges of deploying AI in marketing from a multi-stakeholder perspective. By revealing interdependencies and tensions between ethical principles, the authors shed light on the applicability of a purely principled, deontological approach to AI ethics in marketing. To reconcile some of these tensions and account for the AI-for-social-good perspective, the authors make suggestions of how AI in marketing can be leveraged to promote societal and environmental well-being.

人工智能 (AI) 正在（重新）塑造商业中的战略、活动、互动和关系，特别是在营销中。人工智能系统和应用程序（将）在营销中提供的大量机会的缺点是道德争议。基于有关 AI 伦理的文献，作​​者从多方利益相关者的角度系统地审视了在营销中部署 AI 的伦理挑战。通过揭示伦理原则之间的相互依赖和紧张关系，作者阐明了一种纯粹有原则的、道义论的方法在营销中对人工智能伦理的适用性。为了调和其中的一些紧张关系并解释 AI-for-social-good 的观点，作者提出了如何利用营销中的 AI 来促进社会和环境福祉的建议。