• Empowerment
  • Sustainability
  • 68% percent of marketers say they have a fully defined AI strategy, up from 60% in 2021 and 57% in 2020. 1
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    Trends in e thic al marke t ing




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    Honesty:
    When collecting data to train and evaluate 
    our models, we need to respect data provenance and 
    ensure that we have consent to use data (e.g., open-
    source, user-provided). We must also be transparent 
    that an AI has created content when it is autonomously 
    delivered (e.g., chatbot response to a consumer, use 
    of watermarks).
    Empowerment:
    There are some cases where it 
    is best to fully automate processes but there are 
    other cases where AI should play a supporting role 
    to humans — or where human judgment is required. 
    We need to identify the appropriate balance to 
    “supercharge” human capabilities and make these 
    solutions accessible to all (e.g., generate ALT text 
    to accompany images).
    Sustainability:
    As we strive to create more accurate 
    models, we should develop right-sized models where 
    possible to reduce our carbon footprint. When it comes 
    to AI models, larger doesn’t always mean better: In 
    some instances, the smaller, better-trained models 
    outperform larger, more sparsely trained models.

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    TRENDS IN E THIC AL MARKE T ING
    SALE SFORCE
    Guided by research and continually refined 
    to reflect what we learn from consumers, 
    our approach to AI acknowledges the need 
    for powerful marketing tools that work in 
    practice — not just on paper. And we’re not 
    the only ones. Marketing organizations are 
    well aware of the benefits and continue to 
    invest in AI applications that augment the 
    customer journey — like resolving customer 
    identities and driving next-best offers in 
    real time.
    68% percent of marketers 
    say they have a fully defined 
    AI strategy, up from 60% in 
    2021 and 57% in 2020.
    1
    That practice is something brands can share. 
    Though competition can drive innovation, 
    it’s clear that the task of re-imagining an 
    entire industry won’t fall on any single 
    company alone. Part of our commitment to 
    supporting consumer needs is sharing what 
    we learn with others, and learning in turn 
    from the research and experience of 
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