Digital change and innovation are highlighted in AI Ethics in Marketing.

In the global digital marketing landscape, AI Ethics in Marketing emerges as a strategic agenda inseparable from innovation. With the growth of generative AI and hyper-personalization, companies face concrete challenges: the balance between efficiency and respect for privacy, transparency and mitigation of ethical risks becomes essential for the reputation and sustainability of businesses[1][5][2].

The new pillars: ethics, compliance, and trust.

By 2025, the market will already treat ethics in AI as a structural issue. Four dimensions guide the strategies of leading brands: addressing algorithmic bias , mandatory explainability (XAI), strengthening robustness against attacks , and rigor regarding data privacy . Practical cases show constant data auditing and the creation of multidisciplinary committees for the review and governance of AI systems[1][3][6].

Case studies, warnings, and best practices in AI marketing.

Viral campaigns that use deepfakes without warning and unidentified chatbots have been heavily criticized, highlighting significant reputational risks. Hyper-personalization, when based on emotional vulnerabilities, faces resistance from consumers who are increasingly aware of manipulation and lack of consent. The sector is responding with proactive transparency initiatives — such as clearly informing about content created or personalized by AI, in addition to mandatory human oversight and ethical data collection[2][7][8].

Trends, events and market agendas in recent days.

Over the past four days, ethical discussions have gained prominence at global events such as AMDDAY2025 , which addressed responsible AI strategies for e-commerce and digital media, as well as the impact of new solutions — from the creative use of Veo 3 to the Claude Opus 4 dilemma in automated personalization[3][6]. Market reports indicate that 28% of executives consider ethics the main concern in the use of AI, in line with research on trust and governance of martech stacks[8][5]. Major brands have announced new compliance guidelines and automated data audit processes, consolidating the topic as a priority on the CMOs' agenda.