The rapid development of artificial intelligence (AI) has significantly transformed digital marketing enhancing its effectiveness and raising new ethical and privacy concerns. This study investigates the ethical implications of AI-based digital marketing, particularly focusing on user privacy. In terms of methodology, a systematic literature review (SLR) was conducted to identify relevant variables, followed by Multiple Correspondence Analysis (MCA) using R within the framework of homogeneity analysis of variance using alternating least squares (HOMALS). The MCA analysis identified 3 multivariate groupings, and 21 individual variables extracted from 28 studies. The MCA identified a total of 4 clusters in the eigenvalues/variances analysis, and 5 clusters in the biplot analysis. The findings emphasize the need for a balanced approach that respects user privacy and ethical use of data when developing actions using AI-based digital marketing. However, no significant relationship is evident between the study of variables such as cross-device tracking or data-driven technologies and, the ethics of AI-based digital marketing, despite these being the most profitable actions in this environment. There is no evidence of developing personalized social media content or ads linked to privacy standards. However, a strong connection between behavioral analytics, smart content and metaverse is identified, highlighting the risks of this emerging technology in this research field, as it is not linked to privacy or ethics. Among the results, the strong proximity of real-time tracking, IoT, and surveillance variables underscores the critical need to ethically understand how user behavior in real-time is being monitored, as they do not offer a strong link to privacy or ethics. Additionally, this study provides 21 future research questions that address whether these practices are being ethically implemented, following standards like “privacy-by-default” or “privacy-by-design,” and complying with privacy laws in AI-based digital marketing. To ensure these practices align with ethical standards, it is essential to adopt frameworks prioritizing data dignity, which calls for treating user data as an extension of personal identity, requiring responsible and ethical handling throughout the data collection and processing lifecycle.

中文翻译：

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基于 AI 的数字营销合乎道德吗？评估新的数据隐私悖论


人工智能 （AI） 的快速发展极大地改变了数字营销，提高了其有效性，并引发了新的道德和隐私问题。本研究调查了基于 AI 的数字营销的道德影响，特别关注用户隐私。在方法方面，进行了系统文献综述 （SLR） 以确定相关变量，然后在使用交替最小二乘法 （HOMALS） 的方差同质性分析框架内使用 R 进行多重对应分析 （MCA）。MCA 分析确定了 3 个多变量分组，以及从 21 项研究中提取的 28 个个体变量。MCA 在特征值/方差分析中总共确定了 4 个聚类，在双标图分析中确定了 5 个聚类。研究结果强调，在使用基于 AI 的数字营销制定行动时，需要采取一种平衡的方法，尊重用户隐私和合乎道德地使用数据。然而，对跨设备跟踪或数据驱动技术等变量的研究与基于 AI 的数字营销的道德规范之间没有明显的显着关系，尽管这些是这种环境中最有利可图的行为。没有证据表明开发与隐私标准相关的个性化社交媒体内容或广告。然而，行为分析、智能内容和元宇宙之间存在密切联系，突出了这项新兴技术在该研究领域的风险，因为它与隐私或道德无关。在结果中，实时跟踪、物联网和监控变量的高度接近性凸显了从道德上理解用户行为如何被实时监控的迫切需求，因为它们与隐私或道德没有密切联系。 此外，本研究还提供了 21 个未来的研究问题，这些问题解决了这些做法是否以合乎道德的方式实施，遵循“默认隐私”或“隐私设计”等标准，并遵守基于 AI 的数字营销中的隐私法。为确保这些做法符合道德标准，必须采用优先考虑数据尊严的框架，这要求将用户数据视为个人身份的延伸，要求在整个数据收集和处理生命周期中负责任和合乎道德地进行处理。