Flores Carrascosa, Marta2024-06-282024-06-282024-06-24https://hdl.handle.net/10115/35554Trabajo Fin de Grado leído en la Universidad Rey Juan Carlos en el curso académico 2023/2024. Directores/as: Javier Alfonso De Esteban CurielThis study examines the ethical challenges posed by the use of artificial intelligence (AI) in marketing strategies, focusing on its implications for consumer privacy, fairness in decision-making, and transparency in business interaction. While AI¿s ability to collect, analyze, and use data automatically offers significant advantages, it also raises ethical concerns that need addressing. The analysis is based on a survey assessing perceptions of AI in marketing. Findings highlight a substantial awareness of privacy issues among younger respondents (18-24 years), and a concern of fairness across all groups. Additionally, the study reveals a disparity in trust towards AI-driven decisions, varying significantly with educational background. To mitigate these risks, the research proposes several recommendations, including the implementation of stricter data protection regulations, the establishment of transparent AI-decision making processes, and the promotion of ethical AI usage through industry standards and guidelines. These measures aim to enhance consumer trust and ensure the responsible deployment of AI technologies in marketing. The findings underscore the need for a balanced approach that leverages AI¿s potential while safeguarding ethical standards, thereby promoting reponsible practices in the digital marketing landscape.engArtificial IntelligenceMarketingEthicsConsumer PrivacyDecision-MakingTransparencyRegulationinfo:eu-repo/semantics/studentThesisinfo:eu-repo/semantics/embargoedAccess