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Ethical AI in Marketing Facebook's Efforts to Balance Customer Privacy and Personalization
Abstract
Artificial intelligence revolutionizes marketing but presents significant ethical issues about privacy, transparency, and user control that need to be addressed. The chapter examines Meta's efforts to strike a balance between personal privacy and commercial data usage through transparency tools, private data protection technologies, and algorithmic decision making. AI systems that deliver top-level engagement and advertising results inevitably manipulate users while amplifying biases and lacking substantial transparency. Facebook's potential initiatives may encompass explainable AI tools together with differential privacy and federated learning to serve users while ensuring real accountability. The chapter ends by advocating for greater algorithmic transparency and independent audits as well as human-centred design approaches while urging future research to investigate the extended effects of personalized marketing through AI.
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