Is AI the Digital Tree of Knowledge of Good and Evil?
The analogy is hard to miss, but what does that mean for marketing?
In a recent TED talk, Mustafa Suleyman, Microsoft's AI CEO, described an AI-driven future that sounds like something out of a science fiction novel but is a coming (and even present) reality. As impressive as what he described is—and believe me, it is fantastic—the future of AI also presents even more ethical challenges.
Suleyman put it this way: "AI is us." Considering our propensity for good and evil, in some respects, that makes AI a digital tree of knowledge, not “of good and evil” but "for good or evil."
Good or evil depends on how we use it.
AI Ethics Is Human Ethics
A quote, similar in context to Suleyman’s statement, is something AI marketing consultant
said during an episode of the No Brainer podcast that he and host where I was a guest:“AI ethics is human ethics.”
What that means is an intrinsic connection exists between AI and the broader domain of human ethics. Developing and using these intelligent models is inextricably tied to our morals and values.
Humans create AI systems and operate under human-set guidelines, meaning we are responsible for ethical AI development and deployment.
If AI systems reflect ethical human values and norms, then AI development should avoid harm and actively promote good, mirroring the moral standards expected of human behavior. Agree or disagree?
Do No Harm
As I listened to Suleyman’s words, this motto came to mind: “Do no harm.” If you are familiar with medical ethics, you know the term means to refrain from causing harm before doing good.
Shouldn’t that also be the ethical marketing and advertising principle concerning AI?
But who has the potential to do the most harm? AI models are famous for responding with bias, misinformation, and outright hallucinations — that's harmful enough.
However, it’s not the new digital species, homo technologicus, as Suleyman referred to it. No, it’s homo sapiens. History has proven that time and again. Given the power now in hand with AI, one can only imagine the good or harm we can do.
Surely, That’s Not True of Marketers… Is It?
I asked Perplexity about the likelihood that marketers or advertisers will use AI unethically, and it responded:
Yes, there is a real likelihood that marketers or advertisers could use AI unethically, and there have been instances where this has occurred. The potential for unethical use arises from several factors inherent in AI technologies and the pressures of the marketing industry to achieve effective and efficient results.
Sorry, marketers. Don't blame the messenger.
It added:
This is primarily due to the intense competition and the high stakes involved in gaining consumer attention and converting leads into sales.
Currently, there aren't that many examples showcasing ethical and unethical use — we will list several in next week’s issue — but you can be sure those will begin to proliferate as the use of AI in marketing and advertising grows.
Which begs the question…
Who Draws the Line on Unethical Behavior?
By that I mean, who makes the rules? Is ethical use arbitrary, left to our good nature, or common sense? Do we establish policies internally within our department or organizations? Do industry trade associations like ANA or AMA make the rules? Perhaps federal regulators, such as the FTA, are the decision-makers, not unlike how they weighed in years ago regarding the “sponsored content” debate.
It could be a mix of all of the above.
Here's another question worth asking: Does the need for ethical marketing conduct in the age of AI mandate creating an “AI Marketing Ethics Council”? And if so, who will form it? The groups above or an independent organization comprising representatives from various fields and disciplines?
The Role of AI Marketing Ethics Digest
Based on Perplexity's responses, I pondered what that means for this newsletter. What is its role, or does it have one?
Is it to be a watchdog reporting ethical violations or a voice crying in the wilderness warning people about the dangers of unethical AI marketing practices?
Does it serve as a “consultancy” providing resources and insights to help marketers make ethical decisions, choose an ethical path, and establish ethical norms (policies and codes of conduct)?
I went back to Perplexity, and here’s what it said:
[T]here is a clear recognition of the complex ethical considerations that arise from the use of AI in marketing. The need for education, awareness, and guidance on these issues is evident.
The AI Marketing Ethics Digest can play a significant role in fostering ethical choices among marketers by serving as a comprehensive resource focused on the intersection of AI and ethical marketing practices.
Here are several ways the newsletter can influence and guide marketers:
1. Education and Awareness
Providing up-to-date information, research, and analysis on ethical issues related to AI in marketing can educate marketers about the potential risks and ethical considerations they must be aware of when deploying AI technologies.
2. Best Practices and Guidelines
The digest can offer practical guidance and best practices for implementing AI that respects consumer rights and adheres to ethical standards. This includes advice on transparency, data privacy, avoiding bias, and ensuring accountability in AI applications.
3. Case Studies and Examples
The digest can illustrate both positive and negative outcomes of AI use in marketing by sharing real-world examples and case studies. This can help marketers understand the consequences of unethical practices and the benefits of adhering to ethical guidelines.
4. Community and Discussion
The digest can foster a community of marketing professionals committed to ethical practices. The community can encourage dialogue, debate, and peer learning, which are crucial for evolving and improving ethical standards in the industry.
5. Regulatory Updates and Legal Advice
Keeping marketers informed about the latest regulatory developments and legal requirements related to AI in marketing can help them comply with laws and avoid legal pitfalls. The digest can play a crucial role in disseminating this vital information.
That tells me that we have a role to play and are just now scratching the surface of what AI marketing ethics entails. There is so much more to discuss, and Brianna and I are excited to keep the conversation alive.
Partner with Us
Will you help us by sharing the newsletter with friends and colleagues and encouraging them to subscribe? You can also post updates on social media each time we publish a new issue and even become a premium member to support our efforts financially.
More importantly, use the information and resources to advocate for ethical AI marketing practices in your organization.
Whatever you decide, Brianna and I thank you for being a subscriber and/or follower. It means a great deal.
Warm regards,
Paul Chaney, Editor
AI Marketing Ethics Digest
PS: Check out our AI ethics policy page for templates and examples of creating a policy or code of conduct in your organization.
I love the tree of knowledge analogy. If we use AI, we are in the garden because it's still just a tool we have. But if we bite the apple, aka, make AI indistinguishable from us, we lose the garden and have to deal with the real world harshness of what our lesser demons can do when given control over frameworks.