In today’s digital world, brands are doing everything they can to stand out and connect with customers. One way they’re doing this is by using artificial intelligence (AI) to create personalised marketing. With AI, companies can show ads and messages that feel custom-made for each person.
But while AI brings lots of benefits, it also raises some serious ethical questions. Just because we can use personal data to target someone doesn’t always mean we should.
This blog will explore the ethical considerations of using AI in personalised marketing campaigns and how brands can use AI in a responsible, human-centred way.
What Is AI-Powered Personalisation?
AI-powered personalisation means using data and smart algorithms to show content based on what someone has searched for, clicked on, or bought before. It helps businesses predict what people might want and when they might want it.
For example, if someone shops for skincare products online, they might start seeing ads for serums, moisturisers, or related items. This kind of smart targeting often improves engagement and sales.
But personalization that feels “too personal” can cross a line, and that’s where ethics come in.
Why Ethical Use of AI Matters
1. Privacy and Consent
AI needs personal data to work well. But the big question is, did the customer agree to share it? Often, people don’t realise how much of their information is being tracked while they browse websites, use apps, or interact on social media.
If companies collect and use data without proper permission or clarity, it can feel sneaky. Being upfront about how and why data is collected is not just the ethical choice—it’s also a trust-builder.
2. Bias in AI Systems
AI tools learn from data. If the data has hidden biases (based on gender, race, age, or income), the results might be unfair. For example, certain ads may only show up for one group and ignore another, even if both are interested in the same product.
Marketers should test their AI systems often to make sure everyone is being treated fairly and equally.
3. Too Much Personalization
It’s easy to cross from being helpful to being creepy. Showing ads that are too specific, like based on something someone mentioned in a private conversation or recent search, can feel intrusive.
People want personalization, but they also want privacy. Make sure customers never feel like their every move is being tracked.
4. Lack of Transparency
Most people don’t know how AI works. If a brand uses AI to decide who sees what ad or offer, customers should be able to understand how those decisions are made. When customers don’t understand what’s happening, trust fades.
Real-Life Example: Target’s Pregnancy Prediction
A famous example of AI going too far happened with the U.S. retail company, Target.
Their data team built a system that could predict if a woman was pregnant based on shopping habits like buying unscented lotion or supplements. The system worked so well that it once sent baby product coupons to a teenage girl before her family knew she was pregnant.
Her father complained to the store, only to later find out the AI had guessed correctly.
Even though the tool was accurate, it raised serious ethical concerns. Should a company use AI to reveal something so personal? Target later changed how they delivered these promotions to make them less obvious.
This case showed how powerful AI can be and why it must be used carefully.
How to Use AI Ethically in Marketing
To stay on the right path, brands should follow these simple and fair practices:
1. Be Open About AI Use
Tell customers when AI is being used and what it’s doing. Tell them about our data collection and the benefits it brings to them. Clear communication builds trust.
2. Let Customers Choose
Use opt-in systems. Give people the chance to choose whether they want personalised content. If someone doesn’t want to share their data, that choice should be respected.
3. Test for Fairness
Check AI tools often to make sure they’re not excluding or favouring certain groups unfairly. Use diverse data and regularly review how the system makes decisions.
4. Add a Human Touch
AI can be helpful, but it shouldn’t replace people entirely. AI can assist, but humans must lead, especially with sensitive content.
5. Set Boundaries
Just because the AI knows something doesn’t mean it has to act on it. If there’s a chance it feels intrusive, it’s better not to risk it.
Final Thoughts
AI in marketing has changed the game. It allows brands to connect with people in smarter and more meaningful ways. But that power comes with responsibility.
The ethical considerations of using AI in personalised marketing campaigns can’t be ignored. Brands need to use AI in a way that’s respectful, fair, and honest. When done right, personalised marketing can feel like a helpful guide, not an invasion of privacy.
In the end, the goal is simple: use AI to connect with customers, not control them. When ethics lead the way, everyone wins.