Keith Norris, compliance consultant at the Marketing Association, outlines the principles and guidelines for the responsible use of artificial intelligence (AI) in marketing activities in this article. He emphasizes the importance of transparency, privacy, fairness, and accountability to ensure AI is implemented ethically and in compliance with laws. The policy also highlights the need for customer empowerment and continuous improvement in AI-driven marketing, aiming to protect customer trust and data privacy. Read below to learn more.

Purpose

This policy outlines the principles and guidelines for the use of artificial intelligence (AI) in our marketing activities. The aim is to ensure that AI is used responsibly, ethically, and in compliance with applicable laws and regulations to enhance marketing efforts while protecting customer privacy and maintaining trust.

Scope

This policy applies to all employees, contractors, and third-party vendors involved in the design, development, deployment, and management of AI technologies for marketing purposes within the organization.

Principles

1. Transparency

We communicate the use of AI in marketing initiatives to customers.

We provide customers with information on how AI may impact their interactions with us.

2. Privacy and Data Protection

We collect and process personal data in accordance with applicable privacy laws and regulations.

We implement robust data protection measures to secure customer information.

We seek to get consent from customers before collecting and using their personal data for AI-driven marketing activities.

3. Fairness and Non-Discrimination

We endeavour to ensure that AI algorithms do not result in biased or discriminatory outcomes.

We regularly assess AI systems for biases and take corrective actions to address any identified issues.

4. Accountability

We train our staff to ensure they responsibly use AI in our marketing campaigns.

We maintain an audit trail of AI-driven marketing activities to ensure accountability and transparency.

5. Accuracy and Quality

We continuously monitor and evaluate AI systems to ensure the accuracy and quality of outputs.

When we use AI we implement mechanisms to validate and verify AI-generated content and insights.

6. Customer Empowerment

We provide customers with options to opt out of AI-driven marketing interactions if they choose.

Customers are enabled to access, correct, and delete their personal data used in AI systems.

7. AI Implementation

We always conduct a thorough assessment of the potential risks and benefits of AI applications in marketing.

We only use AI systems that align with this organization’s values and ethical standards.

Include AI-specific clauses in contracts with third party service providers to ensure adherence to this policy.

We foster a culture of continuous learning to keep abreast of advancements and challenges in AI technology.

8. Continuous Improvement

We regularly review and update AI models and strategies to reflect changes in technology, regulations, and customer expectations.

We encourage feedback from customers and stakeholders to improve AI-driven marketing initiatives.

Review

This policy will be reviewed regularly to ensure its effectiveness and relevance.

Source: Keith Norris, 29 August 2024 [Written with help from AI]