AI in Marketing: Ethical Challenges and Opportunities for Growth

The rise of artificial intelligence (AI) in marketing has sparked both excitement and concern. While AI-driven tools have the potential to revolutionize marketing strategies, they also raise significant ethical and trust-related questions. In my recent conversation with Tim Marklein , founder and CEO of Big Valley Marketing , we explored the role of AI in marketing, the importance of disclosure, and how businesses can navigate this evolving landscape responsibly.

The Evolution of AI in Marketing: A Game-Changer with Risks

AI is not new to marketing, but its rapid advancement—particularly generative AI—has changed the game. ChatGPT, Grammarly, and AI-powered design software have become standard in content creation, research, and customer interactions.

Tim highlighted a key concern: "We've seen a lot of AI ethics discussions led by technologists, but business and marketing leaders haven't been as vocal. Marketers must take responsibility for defining appropriate and responsible AI use."

This absence of clear leadership outside the tech world has led to inconsistent AI policies across industries. Businesses must determine not only how AI should be used but also when and why it is appropriate.

The Trust Problem: Why AI Disclosure Matters

One of the most significant challenges with AI-generated content is trust. Tim shared an anecdote about a university that used ChatGPT to write a public statement about a tragic event. "While they disclosed AI's involvement, the problem was deeper—people wanted an authentic response, not one generated by a machine."

This example underscores a crucial issue: disclosure alone does not build trust. In fact, studies show that around 80% of people do not fully trust AI-generated content. Simply stating that AI was used can sometimes do more harm than good, especially if the human element is missing.

Ethical AI Use: The "What," "Why," and "Who" Approach

Tim and his team at Big Valley Marketing have examined various AI disclosure policies across industries. Their findings suggest that while companies focus on the "what" (e.g., "We used AI to create this"), they often neglect the "why" and "who."

• What: The AI tool used (e.g., ChatGPT, Grammarly)
• Why: The purpose of AI use (e.g., content refinement, idea generation, summarization)
• Who: The human oversight behind the AI-generated content

Companies can improve transparency and maintain trust by providing context around why AI was used and who was involved in the process. "People want to know that a real person is still driving the insights and decisions," Tim explained.

AI in Action: Productivity vs. Authenticity

AI's ability to enhance productivity is undeniable. "It's 10x my productivity," I shared during our discussion. "This recording, for example, will be edited by AI, turned into a blog post, and repurposed into social content. It’s phenomenal."

But where do we draw the line between efficiency and authenticity? Tim pointed out that the key is responsible use: "AI is great for automation and productivity, but when it comes to opinions, strategic insights, or personal communication, the human touch is irreplaceable."

This balance is particularly important in industries that rely on trust, such as journalism, healthcare, and financial services. Clients and customers expect genuine expertise, not just algorithm-generated responses.

The Business Perspective: Doing More with Less

Companies are under constant pressure to maximize efficiency. AI presents an opportunity to do more with less, but it cannot be seen as a replacement for human creativity and strategic thinking.

"You can’t cut your way to growth," Tim emphasized. "Every company wants to grow, and AI can support that—but not at the cost of meaningful engagement."

Business leaders must be careful when integrating AI into marketing strategies. Over-reliance on automation without thoughtful implementation can backfire, alienating audiences who value genuine human connection.

Best Practices for Ethical AI Use in Marketing

To ensure responsible AI use while maintaining trust, companies should consider the following best practices:

• Be transparent meaningfully – Instead of a simple AI disclosure, explain why AI was used and who ensured its accuracy.
• Use AI as an enhancement, not a replacement – AI should support human creativity and decision-making, not replace it.
• Implement AI policies aligned with brand values – Businesses should establish clear guidelines for AI use that align with their ethical standards and industry best practices.
• Prioritize authenticity in customer communication – AI-generated content should be reviewed to reflect the brand’s voice and values.
• Stay adaptable – AI technology and public perception are constantly evolving. Businesses must be willing to refine their approach based on new insights and feedback.

The Future of AI in Marketing: Where Do We Go from Here?

AI will continue to reshape marketing, but companies must actively shape its ethical use. "We need more conversations—not just about AI’s capabilities, but about its responsible and appropriate use," Tim said. "It’s not just about what AI can do, but what it should do."

As AI becomes more integrated into business workflows, the most successful companies will be those that find the right balance between technology and human ingenuity. Ethical AI use will enhance marketing strategies and strengthen consumer trust in an increasingly digital world.