Study Ethical AI in Marketing Communication in Vadodara

Abstract

This research explores public opinions regarding the ethical use of Artificial Intelligence (AI) in marketing communication in Vadodara. The study focuses on six primary aspects: data transparency, adherence to privacy laws, fairness, prevention of deceptive advertising, responsibility for errors, and the role of human oversight. Using a descriptive research design, responses from 107 participants were gathered via a structured questionnaire using a 5-point Likert scale. A one-way Analysis of Variance (ANOVA) determined variations across age group. Findings reveal consistent views among groups for most factors, with fairness in AI marketing being the only area of significant difference. The results emphasize that while transparency, compliance, and oversight are generally agreed upon, fairness requires targeted action to build trust and mitigate bias. The study offers region-specific contributions to AI ethics literature and provides practical insights for marketers and policymakers seeking to create culturally aligned, ethically sound AI governance practices.

Keywords: Artificial Intelligence, Marketing Communication, Ethics, Fairness, Transparency, Consumer Perception

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