AI Marketing Tech Tools & Responsible Use

Responsible AI marketing tech tool use requires human judgment and oversight. Who knew?

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I am a marketing tech tool guy.

I must admit that when the idea of covering AI marketing ethics crossed my mind, it did not excite me — at least at first. Now, it’s a different story.

But as a tool guy, I wanted to know if there were AI marketing tech tools that had a particularly ethical focus in their design and development. So what did I do? Go to Perplexity and ask. Here is the response (edited for grammar):

An ethical marketing AI tech stack is not solely about the technology itself but how it is implemented, used, and governed. That said, there are some key components and considerations for building an ethical AI marketing tech stack:

1. Data privacy and security tools.

2. Bias detection and mitigation.

3. Transparency and explainability.

4. Human oversight mechanisms.

5. Responsible AI development

6. Customer control and consent.

7. Compliance and regulation.

8. Environmental considerations.

Developers must embed ethics throughout the entire AI lifecycle, from data collection and model development to deployment and monitoring. While certain technologies can help enable ethical AI practices, human judgment, oversight, and a strong ethical framework are required to ensure responsible AI marketing use.

Organizations should focus on creating a culture of responsible AI use, implementing governance structures, providing ethics training, and continuously evaluating the impacts of their AI systems. The technology stack should support and enable these ethical practices, but ethics cannot be fully outsourced to the tech itself.

The next question I asked was whether certain tools had a particular ethical focus. Perplexity named three: Grammarly, Jasper, and Surfer SEO. But, as per best practices, I vetted the response and found only one — Jasper — valid.

Jasper AI has an internal ethics committee and developed an AI policy template to maintain accountability.

(That’s not to suggest the other two aren’t ethical in their approach; it's just that Perplexity’s citations weren’t proof-positive. We will review some of the popular tools soon.)

“The whole point of ethics is it's complicated. If it were easy, you wouldn't need to have these hard debates and discourse around it. But you can welcome the disagreements and find a structured way to work through them to get to a reliable decision-making process.”

- Meghan Keaney Anderson, VP of Marketing, Jasper

So, where does that leave us? With these takeaways:

• Don’t leave it to AI marketing tools to decide responsible use. AI ethics is human ethics. Its use requires a partnership between machines and humans.

• Look for tools that meet a certain ethical standard. Who determines that standard? We’ve done a fair job of it here, but what works for one organization might not for another.

• Follow Jasper’s lead and create an AI ethics committee. Use volunteers and include stakeholders from all primary business functions (e.g., marketing, sales, HR, product development, IT, etc.)

• Train your team. We have an entire issue devoted just to that.

• Download this AI marketing ethics tech stack checklist. We prepared a short checklist to help with vetting tools you may be considering. Download Here»

• Take the survey. Let us know whether a “seal of approval” from an established AI ethics organization might help you choose tools.

Leave a comment and tell us which AI marketing tools you chose and why.

Sincerely,

Paul Chaney, Editor
AI Marketing Ethics Digest