Intelligent Management of Human Capital

Intelligent Management of Human Capital

Examining the dynamics of the role of artificial intelligence in marketing strategies with a focus on ethical and cultural issues and their impact on consumer behavior

Document Type : Original Article

Authors
Masoumeh Hosseinzadeh shahri 1
Mahboubeh Rezaei 2
1 Associate Prof, Department of Management, Faculty of Social Sciences and Economics, Alzahra University, Tehran, Iran.
2 Master of Business Management. Department of Management, Faculty of Social Sciences and Economics, Alzahra University, Tehran, Iran.
10.22034/imhr.2025.504338.1020
Abstract
Background and Objective: This study aimed to Examining the dynamics of the role of artificial intelligence in marketing strategies with a focus on ethical and cultural issues such as privacy of data, algorithmic fanaticism, etc. and its effect on consumer behavior.
Methodology: This applied research was conducted using a qualitative approach. In this research, the concepts of artificial intelligence, marketing strategy and consumer behavior, and the relationship between artificial intelligence and ethics, culture and consumer behavior were investigated through the dynamic system method, and the connections.
Findings: Artificial intelligence, marketing strategies, consumer behavior, cultural challenges and issues, and ethical issues are the five main concepts of this research, which were identified by extracting and examining the variables that influence each relationship and their implications. AI-powered personalization involves the collection and analysis of customer data, so the lack of legal and compliance frameworks in this area raises privacy concerns, which negatively impacts consumer behavior. Cultural aspects include customs, traditions and social norms, which in turn affect the use of AI in this society and among consumers.
Conclusion:The use of artificial intelligence introduces inconsistencies into the culture of society and creates ethical concerns such as data protection, skills shortages and implementation difficulties, problems arising from the lack of legal frameworks and the digital divide. To reduce the negative effects of AI, solutions such as creating ethical frameworks for AI development, applied laws, the creation of regulatory and development institutions with respect for cultures have been proposed.
Keywords
Artificial intelligence
Consumer behavior
Cultural issues
Ethical challenges
Marketing strategies

Subjects

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Intelligent Management of Human Capital
Volume 1, Issue 2 - Serial Number 2
Autumn 2024
Pages 123-95