I recently attended the American Marketing Association’s National Leadership Summit and it was a great opportunity to remember how creative and amazing marketing truly can be. But then there are also pitfalls we need to avoid? With the ever-growing topic of generative AI, we need to not just consider the cool things we can do, but the ethics behind it.
First, there are so many AI apps out there: ChatGPT, CoPilot, Jasper, Dall-e, Lavender, Midjourney, and the list goes on.
Second as we use these, we nee to uphold mindful marketing through both our social values and create stakeholder value. We need to avoid the single and simple mindset, and ensure there is mindfullness in our usage.
So what are the some areas of concern?
- Whose moral stands should be used?
- Can machine converse about moral issues?
- Can algorithms take context into account?
- Who should be accountable?
As you consider the crazy area of deepfakes and who really is an influencer in social media nowadays, remember:
- AI and Ethics – are questions of “why” and “should”
- AI alone should not be relied on to make ethical decisions
Still with me? Here are 12 key areas to consider regarding AI and Ethics as you continue down the generative AI path in marketing and advertising with your brand:
- Ownership – compensating owners of the intellectual property being used
- Attribution – due credit to owner
- Employment – AI’s impact on people’s work
- Accuracy – is the info correct?
- Deception – leading people to believe an untruth – misinformation is truly damaging
- Transparency – informing using AI
- Privacy – are you protecting PPI
- Bias – are we promoting bias? Racial Gender? Other?
- Relationship – AI as an relationship sub
- Skills – impact on creativity and critical thinking
- Stewardship – using resources efficiently
- Indecency – are we promoting crudeness?
So where do we you go from here?
- Identify personal ethical standards (moral anchor)
- Adopt specific ethical standards for your organization
- Resolve to ask more questions
Now it’s your turn…
Dr. David J. Hagenbuch gave this lecture and is a great resource for more.
image source: pixabay