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AI Washing in Marketing: Feasibility, Viability, and Ethical Constraints
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Author(s): Anu C. Haridasan (Madras Christian College, Chennai, India), Naveenraj Xavier (SRM Institute of Science and Technology, Chennai, India), Mari Anand Navaneetha Krishnan (University of Technology and Applied Sciences, Salah, Oman)and G. Glorindal (DMI | St. John the Baptist University, Malawi)
Copyright: 2025
Pages: 34
Source title:
Strategic Blueprints for AI-Driven Marketing in the Digital Era
Source Author(s)/Editor(s): Rhytheema Dulloo (Hindustan Institute of Technology and Science, India), Anand Kurian (University of Exeter Business School, UK), Minja Bolesnikov (Swiss School of Business and Management, Switzerland), Ilse Struweg (University of Johannesburg, South Africa)and Kaliyan Mathiyazhagan (Thiagarajar School of Management, India)
DOI: 10.4018/979-8-3373-3897-2.ch015
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Abstract
Artificial Intelligence in marketing has revolutionized business-consumer engagement, offering unprecedented opportunities for personalization and innovation. However, alongside these advancements, the practice of “AI washing”—the deliberate misrepresentation of AI capabilities for competitive advantage has emerged, misleading consumers and undermining trust in legitimate AI-driven innovations. This research traces AI marketing's evolution from basic data-driven approaches to predictive analytics, exploring how industry hype fuels deceptive practices. It evaluates the feasibility of AI implementation, the long-term viability of AI-driven marketing strategies, and the ethical considerations necessary to balance innovation with transparency. Through case studies and an analysis of marketing agencies' role in AI washing, this research identifies key risks, including reputational damage, legal liability. It also highlights tensions between marketing claims and actual AI capabilities. By addressing these concerns, this study contributes to the broader discourse on ethical AI marketing.
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