Beyond the five principles: a systematic review of AI ethics in marketing and future research directions

This study advances the understanding of Artificial Intelligence (AI) in marketing ethics. By reviewing 50 articles using the AI4People framework, we identified several AI ethical concerns, some aligned with existing principles and others arising from AI’s mediation of consumer–brand interactions that go beyond the current framework. To address these new concerns, we propose a sixth human-centered principle as an extension of the AI4People framework. The proposed framework, research gaps, and suggested future research agenda advance marketing ethics theory while serving as a diagnostic tool for organizations developing ethical AI marketing strategies and policies.