AI would replace marketers entirely

In fact, our 2024 Global Digital Skills & Training Report reveals that marketing leaders are integrating AI-driven initiatives into their strategies and many are anticipating a significant impact on productivity (50%), efficiency (45%), and innovation (38%).

As marketers, we’re past the point of asking whether we should use AI in our campaigns or day-to-day tasks. It’s being used everywhere, shaping how we create, optimize, and deliver content. Who hasn’t turned to tools like ChatGPT to refine ad copy or used AI-powered software to enhance marketing visuals?

The real question now isn’t whether we should use AI in digital marketing, but how we can do it ethically.

So how can ethical practices of AI in the digital marketing industry benefit you and your organization?

Tech companies have integrated transparency dataset  into the upload process of content. You may see a label at the bottom of TikTok or YouTube videos, advising users if it was AI-generated. When uploading ebooks to sell on Amazon, authors are also asked if any part of it was created using AI.

While marketers and content creators may find it tempting to bypass such systems, being reported after the fact may lead to content being taken down or even accounts being suspended.

AI thrives on data, but ethical AI respects boundaries. Privacy-first practices like data anonymization and GDPR/CCPA compliance help prevent misuse and reduce the risk of breaches.

In Europe, the EU AI Act and UK AI framework enforce transparency and risk assessment, ensuring responsible AI use and stronger data protection. When consumers know their information is secure, they are more likely to engage more comfortably with brands.

For example, there are businesses that regularly update their Privacy Statements on their websites or when people sign up to newsletters. They also actively state and specify if AI will be used in processing their clients’ data.

Financial entities and banks are leading the way in this regard, with companies like Mastercard creating blog posts on how they use and train their AI to fight scams. HSBC also has a full section on their website about the responsible use of AI.

Neglecting ethical AI practices can have serious consequences.

One of the biggest cases to date was the French Competition Authority (FCA) suing Google for €250 million because the tech giant used content from press agencies and publishers to train its Bard foundation model, without informing them or the FCA.

Another company that got in trouble was Clearview, which provides facial-recognition software and services. They were fined €30.5 million (roughly $34 million) by the Dutch Data Protection Authority (DPA) for violating the GDPR.

Regulatory bodies worldwide are cracking down on AI misuse, and businesses caught violating ethical guidelines risk monetary penalties and consumer backlash. Ethical AI isn’t just the right thing to do — it’s a smart business move.

Businesses are starting to rely on AI tools even as creative artists are pushing back. It’s easy to save money on a full-day photo shoot by generating some mediocre but acceptable images through Midjourney instead.

However, consumers are getting increasingly smart at recognizing AI-generated content in promotional materials. While AI can enhance certain advertisements, its effectiveness varies. In some cases, it may fail to resonate with audiences. For example, Coca-Cola faced backlash after creating an AI-heavy Christmas ad that felt “soulless” and “devoid of creativity.”

AI-generated deepfakes using voices and images of public personalities can be entertaining, but they also pose serious risks, such as spreading misinformation or deceiving vulnerable audiences. Individuals or groups with ill intentions can exploit this technology to create fake evidence, manipulate opinions, or run misleading ads.

While this is a broader issue, marketers must stay vigilant, as the creative and marketing industries are deeply connected. Campaigns rely on artists and content creators, making ethical AI use crucial in maintaining trust and authenticity.

Consumers should be aware when AI is influencing their marketing experiences. Transparent AI use builds trust and reassures users that their data is being handled ethically.

• Label AI-generated content: Indicate when AI is used to create ads, chatbots, or product recommendations.
• Provide user controls: Allow consumers to adjust AI-driven personalization settings.
• Disclose AI’s role in decision-making: Explain how AI influences pricing, targeting, and content recommendations.

Ethical AI use in marketing is only possible when professionals stay informed about AI advancements, risks, and best practices. Continuous learning ensures that marketing teams understand AI’s potential pitfalls and ethical implications.

Whether you’re a content creator, marketing executive, or part of a digital advertising agency, how can you play a role in promoting ethical AI use?

The Gobelins case came to light only because students and vloggers spoke up, creating videos to call out the use of AI-generated images. Discuss these issues with your teams, stay informed, and don’t hesitate to hold other businesses accountable when they blur ethical lines.

Tapestry’s Tell Rexy System

Tapestry, the parent company of brands meta opens new avatars store with designer collections like Coach and Kate Spade, has proactively developed structured AI strategies and guidelines.

Their proprietary AI, Tell Rexy enhances their customer service by continuous feedback given by their sales representatives, which is a good example of human intervention improving AI systems.

By adopting self-regulation and ethical AI practices, Tapestry aims to mitigate reputational risks and align its AI initiatives with its longstanding brand values.

Artificial intelligence is a game changer for global seo work marketers as it helps personalize, optimize, and automate many key marketing activities. Our short interactive AI course (with practical AI tool walkthroughs) will help you understand the fundamentals of AI and use key tools for research, content development, data-driven decision-making, and creative design. Get started today!