A STUDY ON AI POWERED PERSONALIZED MARKETING AND ITS ETHICAL CONSIDERATIONS

Abstract

Over the past few years E – marketing has reshaped the marketing industry to a great extent. With the addition of digital innovations in marketing, there has been a huge transformation in promoting the products and services. The inclusion of Artificial Intelligence (AI) in online marketing has automated various marketing tasks of the companies thus making AI powered marketing more preferable among the marketers. The concept of personalized marketing evolved when marketers wanted to target each and every customer individually based on their tastes and preferences. In recent times, AI and Personalized marketing have become two sides of a same coin. For most of the companies, it is as if there is no personalized marketing without AI. This research paper aims to study about the use of AI in personalized marketing and its ethical consideration. With the increased usage and popularity of the AI powered personalized marketing, it is paramount to study about the ethical considerations involved in it. This paper makes an attempt to study the various ways in which AI is being integrated in personalized marketing, the ethical issues arising out of it and the suggestions to enhance the integration.