AI has been a boon for marketing, but the dark side of using algorithms to sell products and brands is little studied

Synthetic intelligence is revolutionizing the best way companies market their products, enabling them to target consumers in personalized and interactive ways that not way back appeared just like the realm of science fiction.

Entrepreneurs use AI-powered algorithms to scour huge quantities of knowledge that reveals particular person preferences with unmatched accuracy. This permits firms to exactly goal content material—adverts, emails, social media posts—that feels tailored and helps domesticate firms’ relationships with shoppers.

As a researcher who studies technology in marketing, I joined a number of colleagues in conducting new research that reveals AI advertising overwhelmingly neglects its potential negative consequences.

Our peer-reviewed examine reviewed 290 articles that had been revealed over the previous 10 years from 15 high-ranking advertising journals. We discovered that solely 33 of them addressed the potential “dark side” of AI advertising.

This issues as a result of the imbalance creates a essential hole in understanding the total impression of AI.

AI advertising can perpetuate dangerous stereotypes, comparable to producing hypersexualized depictions of women, for instance. AI can even infringe on the individual rights of artists. And it will possibly unfold misinformation by means of deepfakes and “hallucinations,” which happen when AI presents false information as if it had been true, comparable to inventing historical events.

It may additionally negatively affect mental health. The prevalence of AI-powered magnificence filters on social media, as an illustration, can foster unrealistic ideals and trigger depression.

These considerations loom giant, prompting anxiousness in regards to the potential misuse of this highly effective expertise. Many individuals expertise these worries, but young women are notably vulnerable. As AI apps achieve acceptance, magnificence requirements are shifting farther from actuality.

Our analysis finds there may be an pressing want to deal with AI’s moral issues and potential detrimental penalties. Our intent is to not discredit AI. It is to ensure that AI advertising advantages everybody, not only a handful of highly effective firms.

I consider researchers ought to think about exploring the moral issues with AI extra totally, and find out how to use it safely and responsibly.

That is necessary as a result of AI is out of the blue getting used in every single place—from social media to self-driving vehicles to making health decisions. Understanding its potential detrimental results empowers the general public to learn shoppers and name for accountable AI use.

This text is republished from The Conversation below a Artistic Commons license. Learn the original article.