Abstract

This study examines the explosion of data-driven applications utilizing Artificial Intelligence and Machine Learning in recent years and the myriads of ethical issues that have arisen and continue to evolve. The review focuses on ethics and governance encompassing AI and the application of AI practices in an ethical manner. The paper contemplates the impact on data collection, application, and processing of data from the lens of ethics and privacy. The paper also examines the influence and role of accountability, intelligibility, fairness, integrity and autonomy, all compounded by the far-reaching implications of governance specifically in its application to loyalty marketing and the treatment of consumer personal data. My research will focus on the causality and codependent relationship between data sets and Customer Relationship Marketing (CRM) in the areas of loyalty marketing and the impact resulting from the introduction of AI. I will contemplate the influence and outcome around ethics, trust, privacy and governance. I take a qualitative approach and will query marketers and practitioners who have applied AI to loyalty and affinity-based marketing solutions that foundationally leverage consumer behavioral data. The plan is to examine the strengths, benefits, pitfalls, and obstacles this phenomenon has ignited, and how AI-enhanced personalization of data can create an optimal consumer engagement experience and solution, and conversely the risk and exposure. Included in this evaluation will be important questions pondering perceptions around acceptable levels of intrusiveness, and where they start and stop. This is a shared concern for all stakeholders-well beyond the limits of this study. This paper will make a conceptual and philosophical argument around why ethics and ethical behavior should be inherent and a foundational cornerstone of AI, and why ethics theories, their implications and ways they give rise to the ‘moral imperative’ and support or detract from the ethical requirement of ‘do no harm’.The research plan includes interviews of 50 people and a query of interpretations and perceptions around defining and imbuing trust. The overarching concept of moral obligation will guide research and framework as the paper structure continues to evolve. Additionally, the intent is to further understand and make a case to understand and clarify the concept of trust and governance and its evolving influence, importance, and vulnerability.

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