AI Bias and Fairness

Abstract

This study explores the ethical considerations of AI bias and fairness in service marketing and their impact on consumer trust and perceptions. As AI-driven marketing grows, understanding its ethical implications is vital for consumer confidence and fair practices. A structured questionnaire was administered to 368 respondents, selected via stratified random sampling for demographic representation. The survey gathered demographic data, exposure to AI marketing, and perceptions of AI fairness, ethicality, and trust using Likert scales. Results showed 67.9% of participants were exposed to AI marketing. Perceptions of AI fairness (mean score 3.5 ± 1.2) and ethicality (mean score 3.8 ± 0.9) were moderate. Strong correlations were also noted between perceptions of fairness, ethicality, and trust, with demographic factors like age and gender playing significant roles. The findings highlight the importance of ethical AI practices in building consumer trust and offer insights for marketers and policymakers to develop fair and transparent AI-driven marketing strategies.