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Equity by Design: Embedding DEI Into AI-Enhanced Marketing Tools
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Author(s): Mohammad Irfan (Chandigarh University Uttar Pradesh, Unnao, India), Sanskriti Sanskriti (Christ University, Bangalore, India)and Amit Kishore Sinha (Chandigarh University Uttar Pradesh, Unnao, India)
Copyright: 2026
Pages: 22
Source title:
AI-Driven Decision-Making for Diversity, Equity, and Inclusion in Marketing
Source Author(s)/Editor(s): Theodore Tarnanidis (International Hellenic University, Greece)
DOI: 10.4018/979-8-3373-6731-6.ch009
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Abstract
In a time when artificial intelligence redefines marketing practice pillars, the concern is not innovation but conscience-driven innovation. While AI tools promise unmatched precision in reaching customers, segmenting, and budgeting, they carry a silent danger of deepening existing disparities, if they were to be unleashed without caution. This article advocates for the practice of Equity by Design, and it insists that Diversity, Equity, and Inclusion (DEI) must be made a part of the actual design of AI-driven marketing systems. By borrowing cross-disciplinary insights from finance, organizational ethics, and digital strategy, the case is argued through illustrations of how equitable design cuts down on algorithmic bias, expands financial service access to marginalized communities, and enhances consumer trust in a more data-driven market. Beyond compliance or corporate social responsibility, embedding DEI in AI is a competitive strategy, attaching ethical obligation to long-term brand worth, sustainable growth, and global competitiveness in the digital economy.
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