Beyond the five principles: a systematic review of AI ethics in marketing and future research directions
Year: 2026
Type: review
Study design: Systematic Review
Abstract: This study advances the understanding of Artificial Intelligence (AI) in marketing ethics. By reviewing 50 articles using the AI4People framework, we identified several AI ethical concerns, some aligned with existing principles and others arising from AI’s mediation of consumer–brand interactions that go beyond the current framework. To address these new concerns, we propose a sixth human-centered principle as an extension of the AI4People framework. The proposed framework, research gaps, and suggested future research agenda advance marketing ethics theory while serving as a diagnostic tool for organizations developing ethical AI marketing strategies and policies.
Institution: Åbo Akademi University
Language: English
Subfield: Safety Research
Field: Social Sciences
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W7166178077