مدیریت بازاریابی هوشمند

مدیریت بازاریابی هوشمند

جنبه های تاریک به‌کارگیری هوش مصنوعی در بازاریابی دیجیتال: واکاوی چالش های اخلاقی

نوع مقاله : استخراج از پایان نامه کارشناسی ارشد

نویسندگان
1 گروه مدیریت، دانشکده مدیریت و حسابداری، دانشگاه حضرت معصومه (س)، قم، ایران
2 دانشکده حسابداری و مدیریت، دانشکدگان فارابی، دانشگاه تهران، قم، ایران
چکیده
امروزه پیشرفت‌های هوش‌مصنوعی، تغییرات چشمگیری را در حوزه‌های مختلف کسب‌وکار به‌ویژه بازاریابی دیجیتال ایجاد کرده کرده است. هوش مصنوعی به بازاریابان در تولید محتوای هدفمند، پیش‌بینی اثربخشی کانال‌ها، تحلیل رفتار مشتریان و شخصی‌سازی تجربه آنها یاری می‌رساند. درحالیکه هوش مصنوعی رشد فزاینده‌ای را در بازاریابی تجربه می‌کند، به‌کارگیری آن با چالش‌های متعددی همراه خواهد بود و تحقیقات محدودی به آشکارسازی جنبه های تاریک آن در این حوزه پرداخته اند. از طرف دیگر، واکاوی چالش‌های اخلاقی به کارگیری هوش مصنوعی در بازاریابی دیجیتال در کشور، باتوجه به بستر فرهنگی و اجتماعی متفاوت ضرورتی انکارناپذیر است. بنابراین، تحقیق حاضر به دنبال شناسایی و اولویت بندی چالش‌های اخلاقی به‌کارگیری هوش مصنوعی در بازاریابی دیجیتال می‌باشد تا در کاهش پیامدهای منفی چنین ابتکاراتی فناورانه ای مدیران را یاری رساند. پژوهش حاضر از نظر هدف کاربردی است و از نظر نحوه‌ی جمع آوری داده‌ها دارای رویکرد آمیخته می‌باشد. در بخش کیفی، با انجام ده مصاحبه های نیمه ساختاریافته و با روش تحلیل مضمون، چالش های اخلاقی به کارگیری هوش مصنوعی در بازاریابی دیجیتال شناسایی و در قالب شش مقوله و 37 شاخص دسته بندی شده اند. در بخش کمی با روش آنتروپی شانون به اولویت بندی این چالش ها پرداخته شده است. در نهایت، مقوله‌های شناسایی شده به ترتیب عبارتند از تبعیض و سوگیری الگوریتم‌های هوش مصنوعی، عدم شفافیت و قابلیت اطمینان الگوریتم‌های هوش‌مصنوعی، تاثیرات مخرب برای افراد، نفوذ به حریم خصوصی، محتوای نادرست و پیامدهای نامطلوب اقتصادی. با مرور مطالعات این حوزه آشکار می‌شود که با وجود رشد فزاینده تمایل مدیران و پژوهشگران به بهره‌گیری از هوش مصنوعی در بازاریابی، پرداختن به جنبه های تاریک آن با رویکردی کل نگرانه مورد غفلت واقع شده است؛ از این‌رو، مهم‌ترین دانش‌افزایی پژوهش حاضر، پر کردن شکاف در ادبیات با واکاوی جنبه‌های اخلاقی با واکاوی جنبه های تاریک هوش مصنوعی در بازاریابی دیجیتال در بستر فرهنگی-اجتماعی کشورمان ایران و نیز اولولیت بندی آنها می باشد تا بصیرتی کاربردی در خصوص چالش های بکارگیری هوش مصنوعی در بازاریابی دیجیتال فراهم آورده و به سیاستگذاران و تصمیم گیرندگان حوزه فرهنگ و فناوری در اتخاذ راهکارهای کاهش جنبه های تاریک چنین فناوری هایی یاری رساند.
کلیدواژه‌ها

موضوعات


عنوان مقاله English

The Dark Side of Using Artificial Intelligence in Digital Marketing: Exploring the Ethical Challenges

نویسندگان English

Mona Jami Pour 1
Seyyed Mohammad Bagher Jafari 2
Mahsa Sarvarian 1
1 Business Department, Management and Accounting Faculty, Hazrat-e Masoumeh University (HMU), Qom, Iran
2 Faculty of Accounting and Management, Farabi Campus, University of Tehran, Qom, Iran
چکیده English

Today, advancements in artificial intelligence (AI) have brought about significant changes in various business sectors, especially digital marketing, making it a top priority for managers. AI assists marketers in creating targeted content, predicting channel effectiveness, analyzing customer behavior, and personalizing their experience. While AI is experiencing rapid growth in marketing, its application comes with numerous challenges, and limited research has focused on uncovering its dark sides in this field. On the other hand, an analysis of the ethical challenges of AI application in digital marketing within our country is an undeniable necessity, given the different cultural and social context. Therefore, this research aims to identify and prioritize the ethical challenges of using AI in digital marketing to help managers mitigate the negative consequences of such technological initiatives. The current research is applied in terms of its objective and follows a mixed-methods approach for data collection. In the qualitative section, through ten semi-structured interviews and a thematic analysis approach, the ethical challenges of AI application in digital marketing have been identified and categorized into six main categories and 37 indicators. In the quantitative section, these challenges have been prioritized using the Shannon entropy method. The identified categories, in order of priority, are: AI algorithm discrimination and bias, lack of transparency and reliability of AI algorithms, destructive impacts on individuals, invasion of privacy, incorrect content, and undesirable economic consequences. A review of the literature in this field reveals that despite the growing interest of managers and researchers in leveraging AI in marketing, a holistic approach to addressing its dark sides has been neglected. Therefore, the most significant contribution of this research is to fill this gap in the literature by analyzing the ethical aspects of the dark sides of AI in digital marketing within the cultural-social context of Iran and prioritizing them. This provides practical insights into the challenges of AI application in digital marketing and helps policymakers and decision-makers in the cultural and technological sectors adopt strategies to mitigate the negative aspects of such technologies.

کلیدواژه‌ها English

Artificial Intelligence
Digital Marketing
Ethics
Privacy
Shannon Entropy
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