How Ethical Are Your Digital Marketing Tactics?

The issue of ethics in digital marketing is being supercharged by advancements in data management, machine learning, generative AI, and AI agents. In particular, that last one is ringing alarm bells for brands. According to an EMarketer survey, 71% of national brands say that marketers need to establish ethical and privacy standards for agent-led recommendations and purchases.

Looking more broadly, the core questions brands are asking themselves is:

Just because we can do something, does that mean we should? And if we should, how can we do it safely and ethically?

To spark internal conversations and help brands get alignment across their marketing teams, below are a bunch of statements about potential marketing tactics. Many involve AI, but not all. Rate the statements yourself, then have your teams rate them. Use those to identify the points of divergence. Foster conversations around those issues to get everyone on the same page and to refine your AI strategies.

It’s worth emphasizing that the list includes tactics that may run afoul of the law. While mitigating legal risk should absolutely be a goal of any brand, finding your brand’s ethical compass and building consensus around that is the primary intent of this exercise.

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