Ethical Considerations for The Future of Advertising: Artificial Intelligence & Creativity
A follow-up article to “The Future of Advertising” reflecting on seven key ethical considerations that advancements in artificial intelligence and advertising could affect.
Ethics are essential in every aspect of human life, including how businesses and their employees choose to act. Economic and competitive gains can sometimes blur judgement, so as with any practice, it is crucial that as artificial intelligence shifts the way advertising is done, the ethical implications are not forgotten.
The author identifies seven key areas for consideration:
ONE: Augmentation Vs. Automation
Despite what the media says, the consensus is that a robot takeover isn’t imminent. However, automation of some jobs is inevitable, although many argue the influx of AI only creates new areas for employment, it’s essential to ensure our future workforce is ready for this through education and democratisation of technology.
TWO: Algorithm Bias
Microsoft’s Racist Chat Bot and Stanford’s Homophobic face-recognition AI are clear examples of the risks involved when using potentially bias datasets- How do you hold an algorithm accountable when it’s making very important decisions?
THREE: Globalisation & Distribution
William Gibson famously said: “The future is already here — it’s just not very evenly distributed.” AI technology is expensive and requires connectivity and power. Currently, internet access isn’t evenly distributed around the world, this gives developed countries and wealthy corporations a distinct advantage.
FOUR: Ownership & Usage Rights
For all current examples of AI creativity, the need for human interception is still apparent. However, if AI becomes genuinely creative, will AI art experience the same popularisation of today’s artists? If so, there are considerations to be made for that intellectual property, if multiple humans train a machine, who owns the final output?
FIVE: Privacy & Security
Online consumer data collection has become standard practice, so agencies need to be considerate when making decisions on how to use this data. Personalisation is novel, but there is potential for it to be taken too far, for many consumers they want brands to “know me, but it’s the me I want you to know not the me you think you know”.
SIX: Echo Chamber & Class Bias
“Advertising is becoming a tax only poor people pay”: ad blockers and premium subscriptions increasingly cost money, meaning the wealthy benefit. Media placements also cost to be seen by high-spending consumers, meaning the wealthier brands with more premium content can potentially never be seen by lower-income consumers, creating a class-led echo chamber.
SEVEN: “Fake News”
Popularised by Donald Trump and satirical outlets such as ‘The Onion” fake news has become so rife it is often indistinguishable from real stories. Automation, iterative content and personalisation all create clear risks that the piece of content one consumer sees may differ from another, and that neither give a true or complete story.
These seven considerations are only the tip of the iceberg when it comes to the topic of ethics and artificial intelligence.
Afterword: This article was originally written as coursework required for the ‘Hyper Island’ Digital Management Masters. A Harvard referenced version and/or complete Bibliography is available on request.
