An Integrative Framework and Research Agenda for Diversity, Equity, and Inclusion in AI-Driven Marketing

Artificial intelligence (AI) is rapidly reshaping modern marketing practice, yet whether this technology will ultimately advance or hinder diversity, equity, and inclusion in the marketplace remains unknown. On the one hand, AI promises to deliver better, more powerful services and products to a wider customer base. On the other hand, however, AI is replicating biases, threatening learning opportunities, and may ultimately be at odds with human autonomy. To advance the academic discourse in this area, the current article synthesizes existing research on diversity, equity, and inclusion related to AI-driven marketing. It then proposes an integrative framework to illustrate and discuss a series of transformational developments across three dominant themes: (1) from design to practice; (2) from implementation to integration; and (3) from evaluation to empowerment. Building on these perspectives, a future research agenda then directs attention toward grand challenges and trends in a customer-based view of diversity, equity, and inclusion in AI-driven marketing, ultimately seeking to realize genuine impact for both marginalized and general consumers. Taken together, this article offers insights for researchers, marketers, and policymakers interested in navigating diversity, equity, and inclusion while leveraging the power of AI-driven marketing.