Artificial Intelligence in Marketing: Theoretical Foundations and Ethical Challenges

Abstract

This article explores the integration of artificial intelligence in marketing, focusing on its theoretical models and the ethical concerns that accompany its application. The primary objective is to examine how AI transforms traditional marketing approaches and raises novel questions about responsibility, decision-making, and consumer privacy. The methodology adopted is theoretical, relying on conceptual frameworks and interpretive models including the MARK-GEN Cycle and the 5Ps AI Marketing Model. The study analyzes marketing use cases through these frameworks to highlight the conceptual shift AI introduces into marketing logic. The article also reflects on the ethical implications of AI, particularly in areas like transparency, algorithmic bias, and the “black box” phenomenon. The key result is that AI challenges and redefines established marketing paradigms while demanding stronger ethical governance.