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Ethical Implications of Artificial Intelligence in Market Research and the Pursuit of Trustworthy Branding Analytics
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Author(s): Salam Al E'mari (University of Petra, Jordan), Yousef Sanjalawe (University of Jordan, Jordan)and Fuad Fataftah (Universiti Sains Malaysia, Malaysia)
Copyright: 2026
Pages: 30
Source title:
AI, Machine Learning, and Image Processing in Market Research and Branding
Source Author(s)/Editor(s): Md Faiz Ahmad (SRM University, Amaravati, India), Mudassir Rafi (King Khalid University, Saudi Arabia)and Mohd Danish Kirmani (IILM University, Greater Noida, India)
DOI: 10.4018/979-8-3373-4506-2.ch007
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Abstract
The rise of Artificial Intelligence (AI) in market research and branding analytics is reshaping how organizations understand and engage consumers, offering advantages such as hyper-personalized campaigns, predictive brand positioning, and real-time sentiment analysis. Yet this transformation also raises major ethical concerns, including data privacy risks, algorithmic bias, opaque decision-making, and the erosion of consumer autonomy. This chapter examines these issues through a multidisciplinary lens, proposing a framework grounded in fairness, accountability, interpretability, and informed consent. Drawing on case studies and auditing failures, it shows how poorly designed or unregulated systems can damage brand integrity, foster mistrust, and produce discriminatory outcomes. The discussion highlights Explainable AI, bias detection, responsible governance, and user-centered design as essential for aligning innovation with ethics. Ultimately, it offers guidelines for building transparent, fair, and trustworthy brand–consumer relationships in the digital economy
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