AI Biases in Marketing Practice: Perception and Action Strategies

Abstract

While the integration of artificial intelligence (AI) into marketing practices can improve efficiency and personalization, there are concerns about inherent biases that might produce unfair outcomes. Inherent biases refer to systematic, unintended preferences or exclusions embedded within AI algorithms, often originating from training data or design choices. Through qualitative interviews, this study examines how marketing professionals manage AI bias, offering actionable recommendations and best practices. Initial findings indicate a spectrum of attitudes towards AI bias in marketing, ranging from proactive engagement with the issue to avoidance.