Artificial Intelligence-Driven Personalized Marketing: Technological Innovation, Data Ethics and Challenges of Fairness

Zhengbang Zhou

2025

Abstract

The rapid advancement of Artificial Intelligence (AI) technology has reshaped personalized marketing, empowering companies to analyze user data with unprecedented precision, optimize recommendations, and enhance advertising strategies. Nevertheless, this AI-driven approach also presents pressing ethical challenges. To this end, this study proposes an "AI-driven personalized marketing balancing mechanism" that aims to explore a balance between innovation and data ethics. Using a case study approach, the study examines Netflix's business practices, focusing on the data governance mechanisms of its personalized marketing strategy and the associated ethical issues. The findings suggest that AI-driven marketing, while significantly improving targeting accuracy and market competitiveness, exposes significant privacy concerns and issues associated with algorithmic bias, undermining consumer trust and increasing regulatory compliance risks. To address these issues, this study presents a study an optimization mechanism with data ethics and fairness at its core. Transparent data governance, algorithmic fairness, and protection of user autonomy are emphasized. In addition, Establishing sound accountability mechanisms and corporate governance frameworks can help companies stay compliant, foster trust, and strengthen brand loyalty. In conclusion, the study highlights that technological innovation, data ethics synergistically advance optimization, and responsible governance are important components of AI sustainable development driven by personalized marketing.

Paper Citation

in Harvard Style

Zhou Z. (2025). Artificial Intelligence-Driven Personalized Marketing: Technological Innovation, Data Ethics and Challenges of Fairness. In Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML; ISBN 978-989-758-775-7, SciTePress, pages 144-150. DOI: 10.5220/0013840300004719

in Bibtex Style

@conference{iceml25,
author={Zhengbang Zhou},
title={Artificial Intelligence-Driven Personalized Marketing: Technological Innovation, Data Ethics and Challenges of Fairness},
booktitle={Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML},
year={2025},
pages={144-150},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0013840300004719},
isbn={978-989-758-775-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML
TI - Artificial Intelligence-Driven Personalized Marketing: Technological Innovation, Data Ethics and Challenges of Fairness
SN - 978-989-758-775-7
AU - Zhou Z.
PY - 2025
SP - 144
EP - 150
DO - 10.5220/0013840300004719
PB - SciTePress