Artificial Intelligence in Marketing: Concerns and Solutions

Abstract

This paper studied the implementation of artificial intelligence (AI) in marketing while taking the privacy and security problems into consideration. AI has been implemented in many fields to use human intelligent machines to perform our daily activities including education, traffic, public security, social governance, healthcare, finance, and building smart societies. The success of AI in many industries encouraged marketers to use it in marketing. AI is used to improve marketing in websites and social media applications and to build models that can formulate marketing strategies and human intelligent decision-making. Several studies proved the success of implementing AI in marketing. However, there are also risks and issues related to it. The main problem associated with AI in marketing is the privacy of the data collected from the customers, which forced some organizations to prevent implementing AI in their marketing strategy to save their reputation. On the other hand, other organizations relied on AI to improve their marketing and gain a competitive advantage in the market. Several solutions are suggested to prevent or mitigate data privacy and security problems. Based on the findings of this paper, companies should keep the customers data local while advertising, isolate the sensitive and confidential data from the cloud or use edge technology as a replacement for cloud storing, ensure that all software interacting with AI are secure, use authentication methods, and limit the access for customers’ confidential data for certain employees only.