Artificial Intelligence in Marketing: Personalization and Ethical Challenges

Authors

DOI:

https://doi.org/10.32870/sincronia.v30.n89.e0104

Keywords:

Artificial intelligence, marketing, customer, ethical challence

Abstract

The article discusses the ethical problems or challenges posed by the use of Artificial Intelligence (AI) in today’s Marketing. In this regard, the working hypothesis is that the incorporation of AI in Marketing requires, above all, determining an ethical status for the application of this technology in situations of personalization. As a theoretical framework, Immanuel Kant’s ethics is used, specifically his categorical imperative, something like a strictly regulatory framework for our moral actions. The method consisted of a detailed bibliographical review, in addition to a brief hermeneutic of the aforementioned author. The story of Frankenstein was deliberately used to symbolize the use of AI in marketing by both the company and the client, on the understanding that one of the pending questions in current neuroscience is to confirm whether there are mental processes that are intrinsically linked to the biophysical reality of the human nervous system and, therefore, inaccessible to an artificial system. We conclude, satisfying the initial hypothesis, with the proposal of an ad hoc categorical imperative for the use of AI systems in Marketing.

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Published

2026-05-13

How to Cite

Alveal Lira, R. W. (2026). Artificial Intelligence in Marketing: Personalization and Ethical Challenges. Sincronía, 30(89), 1–15. https://doi.org/10.32870/sincronia.v30.n89.e0104

Issue

Vol. 30 No. 89 (2026): January-June

Section

MISCELLANY

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Copyright (c) 2025 Rory Walter Alveal Lira

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