Some of the ethical considerations to make are fairness and bias, privacy and data protection, transparency and accountability.

Given the potential risks and ethical implications that come with using AI, marketers need to build trust by prioritising transparency and disclosure. Addressing fairness and bias would require promoting human involvement with AI, diversifying the data the algorithm trains on, using explainable AI and not believing everything the AI produces.

For privacy and data protection, be transparent about how personal data is collected, used and shared, regularly review and update privacy policies and procedures and more. To ensure transparency and accountability, be open about AI use in content marketing, focus on value, ensure human involvement in decision making in content marketing and more.

Further, a disclosure statement could be posted at the beginning or the end of the content piece, explain how AI is being used to produce or curate content. Add visual cues to indicate AI use in content creation or curation.

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