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Artificial intelligence in marketing: a literature review on ethical implications and managerial strategies

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dc.contributor.authorRosário, Albérico Travassos
dc.contributor.authorCruz, Rui
dc.contributor.authorAndrade, Luís
dc.date.accessioned2026-01-19T10:44:28Z
dc.date.available2026-01-19T10:44:28Z
dc.date.issued2026
dc.description.abstractThis literature review analyzes current research on artificial intelligence (AI) in marketing, focusing on ethical considerations and managerial applications. Recent studies cover a range of AI applications, including customer engagement, personalization, and brand loyalty, alongside the ethical challenges AI poses, such as data privacy, transparency, and fairness. The review identifies core theoretical frameworks such as social identity theory and affordance theory that underpin these discussions. Findings highlight that while AI can enhance consumer experiences and drive brand loyalty, it also requires ethical oversight to ensure responsible data.eng
dc.identifier.citationRosário, A. T., Cruz, R., & Andrade, L. (2026). Artificial Intelligence in marketing: a literature review on ethical implications and managerial strategies. In A. Rosário & R. Cruz (Eds.), AI utilization for marketing content creation (pp. 1-48). IGI Global Scientific Publishing. https://doi.org/10.4018/979-8-3693-9994-1.ch001
dc.identifier.doi10.4018/979-8-3693-9994-1.ch001
dc.identifier.isbn979-8369399941
dc.identifier.urihttp://hdl.handle.net/10400.26/60956
dc.language.isoeng
dc.peerreviewedyes
dc.publisherIGI Global Scientific Publishing
dc.relation.hasversionhttps://www.igi-global.com/gateway/chapter/399529
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/
dc.titleArtificial intelligence in marketing: a literature review on ethical implications and managerial strategieseng
dc.typebook part
dspace.entity.typePublication
oaire.versionhttp://purl.org/coar/version/c_970fb48d4fbd8a85

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