The Ethical Limits of the Use of Artificial Intelligence for Marketing in the Brazilian Context
Resumo
This research explores the perceptions of marketing professionals regarding the use of Artificial Intelligence (AI) in marketing practices within the Brazilian context, focusing on key areas such as product recommendations and market segmentation. A central theme is the ethical boundaries that must guide the application of AI in marketing, particularly in balancing technological advances with consumer expectations. The findings emphasize the importance of ensuring consumer privacy during data collection and managing the risks of information sharing and overload. The paper discusses the limits that should accompany these technological advancements, considering ethical concerns, current legislation, state-of-the-art practices, and regulatory frameworks.
Palavras-chave:
Artificial Intelligence, Product Recommendations, Market Segmentation, Ethical Limits
Referências
Ehrhardt Júnior, M.; Silva, G. (2020) “Diretrizes éticas para a inteligência artificial confiável na União Europeia e a regulação jurídica no Brasil”.
Gonçalves, A.; Costa Pinto, D.; Rita, P.; Pires, T. (2023) “Artificial Intelligence and Its Ethical Implications for Marketing”, Emerging Science Journal, Vol. 7, No. 2, ISSN: 6109182.
Grewal, D.; Hulland, J.; Kopalle, P.; Karahanna, E. (2020) The future of technology and marketing: A multidisciplinary perspective.
MCTI (2024) “Inteligência artificial”, accessed august 24, 2024, at 12 pm.
Silva, J. (2023), “Avaliação de Ferramentas de Ética em Modelos de Linguagem”, Master’s Project in the Instituto de Computação da Universidade Estadual de Campinas.
Ullah, I.; Raza, B.; Malik, A.; Imran, M.; Islam, S.; Kim, S. (2019) “A churn prediction model using random forest: analysis of machine learning techniques for churn prediction and factor identification in telecom sector”. IEEE access, 7, 60134-60149.
Zhang, B.; Dafoe, A. (2019) “Artificial Intelligence: American Attitudes and Trends, Center for the Governance of AI”, University of Oxford, available in http://dx.doi.org/10.2139/ssrn.3312874, accessed august 24, 2024, at 12 pm.
Gonçalves, A.; Costa Pinto, D.; Rita, P.; Pires, T. (2023) “Artificial Intelligence and Its Ethical Implications for Marketing”, Emerging Science Journal, Vol. 7, No. 2, ISSN: 6109182.
Grewal, D.; Hulland, J.; Kopalle, P.; Karahanna, E. (2020) The future of technology and marketing: A multidisciplinary perspective.
MCTI (2024) “Inteligência artificial”, accessed august 24, 2024, at 12 pm.
Silva, J. (2023), “Avaliação de Ferramentas de Ética em Modelos de Linguagem”, Master’s Project in the Instituto de Computação da Universidade Estadual de Campinas.
Ullah, I.; Raza, B.; Malik, A.; Imran, M.; Islam, S.; Kim, S. (2019) “A churn prediction model using random forest: analysis of machine learning techniques for churn prediction and factor identification in telecom sector”. IEEE access, 7, 60134-60149.
Zhang, B.; Dafoe, A. (2019) “Artificial Intelligence: American Attitudes and Trends, Center for the Governance of AI”, University of Oxford, available in http://dx.doi.org/10.2139/ssrn.3312874, accessed august 24, 2024, at 12 pm.
Publicado
27/11/2024
Como Citar
PANICACHI, Débora Dias; COHEN, Eric David.
The Ethical Limits of the Use of Artificial Intelligence for Marketing in the Brazilian Context. In: CONFERÊNCIA LATINO-AMERICANA DE ÉTICA EM INTELIGÊNCIA ARTIFICIAL, 1. , 2024, Niteroi.
Anais [...].
Porto Alegre: Sociedade Brasileira de Computação,
2024
.
p. 5-8.
DOI: https://doi.org/10.5753/laai-ethics.2024.32438.
