Artificial Intelligence for marketing communication: moral dilemma, ethics, and customer satisfaction
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Keywords:
Artificial Intlligence; ChatGPT; Marketing Communication
Abstract
Artificial Intelligence (AI) represents a remarkable technological innovation that has been developed by human beings in the wake of the global COVID-19 pandemic, which has had devastating consequences. In order to ensure their survival in the future, humans are reliant upon the development and utilisation of tools. However, the acceptance of artificial intelligence (AI) within the human population has its own set of challenges and concerns. There exists a divergence of opinions on the validity of artificial intelligence (AI) and some individuals even perceive the notion of AI as irrational. Nevertheless, it is important to acknowledge that AI serves a significant purpose beyond its capacity to exhibit remarkable capabilities. The remarkable abilities possessed by AI instil apprehension in humans, as there is a concern that they may eventually be superseded by AI to the point where humans are left with no role or purpose. The emergence of AI also exemplifies the challenges that accompany technological progress.
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Liu, W., & Tao, F. (2022). Art Definition and Accelerated Experience: Temporal Dimension of AI Artworks. Philosophies, 7(6). https://doi.org/10.3390/philosophies7060127
Ma, L., & Sun, B. (2020). Machine learning and AI in marketing – Connecting computing power to human insights. International Journal of Research in Marketing, 37(3), 481–504. https://doi.org/10.1016/j.ijresmar.2020.04.005
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PEDRO, R. (2023). Artificial intelligence on public sector in Portugal: first legal approach. Juridical Tribune, 13(2). https://doi.org/10.24818/TBJ/2023/13/2.01
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Phelan, O., McCarthy, K., & Smyth, B. (2010). Buzzer - Online real-time topical news article and source recommender. Lecture Notes in Computer Science (Including Subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics). https://doi.org/10.1007/978-3-642-17080-5_27
Pratama, D., Vidal, M. J. A., Untarti, D. P., & Sjuchro, D. W. (2023). Public relations’ robot: utopia or reality? Jurnal Studi Komunikasi, 7(2), 369–382.
Qadir, J. (2023). Engineering Education in the Era of ChatGPT: Promise and Pitfalls of Generative AI for Education. IEEE Global Engineering Education Conference, EDUCON, 2023-May. https://doi.org/10.1109/EDUCON54358.2023.10125121
Rivas, P., & Zhao, L. (2023). Marketing with ChatGPT: Navigating the Ethical Terrain of GPT-Based Chatbot Technology. AI, 4(2), 375–384. https://doi.org/10.3390/ai4020019
Romero, D. M., Galuba, W., Asur, S., & Huberman, B. A. (2011). Influence and passivity in social media. Lecture Notes in Computer Science (Including Subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics). https://doi.org/10.1007/978-3-642-23808-6_2
Salvagno, M., Taccone, F. S., & Gerli, A. G. (2023). Correction to: Can artificial intelligence help for scientific writing? Critical Care, 27(1), 99. https://doi.org/10.1186/s13054-023-04390-0
Sang, Y., Aufderheide, P., & Kim, M. (2021). Fair Use in Practice: South Korean Film Directors’ Copyright Understanding. International Journal of Communication, 15.
Sihombing, A. K., Permata, R. R., & Ramli, T. S. (2021). Comparison of Digital Copyright Protection on Over the Top (OTT) Streaming Content Media in Indonesia and the United States. Padjadjaran Jurnal Ilmu Hukum, 8(2). https://doi.org/10.22304/pjih.v8n2.a2
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Wagner, T., Slater, N., & Ulrich, D. (2016). Extended distally based DMCA flap in combination with autologous amputate skin transplantation as a salvage procedure for ring avulsion injury. European Journal of Plastic Surgery, 39(1). https://doi.org/10.1007/s00238-015-1164-4
Wellner, G. (2022). Digital Imagination, Fantasy, AI Art. In Foundations of Science (Vol. 27, Issue 4). https://doi.org/10.1007/s10699-020-09747-0
West, R., & Burbano, A. (2020). Ai, arts & design: Questioning learning machines. Artnodes, 2020(26). https://doi.org/10.7238/a.v0i26.3368
Zhang, Y. (2022). A Historical Interaction between Artificial Intelligence and Philosophy. ArXiv Preprint ArXiv:2208.04148.
Aoki, T., Goto, Y., Komaru, Y., Yokoya, S., & Oka, H. (2021). Massive intracerebral hemorrhages due to peripheral middle cerebral artery aneurysm rupture: A case report with a surgical video. Surgical Neurology International, 12. https://doi.org/10.25259/SNI_479_2021
Benhamou, F. (2015). Fair use and fair competition for digitized cultural goods: the case of eBooks. In Journal of Cultural Economics (Vol. 39, Issue 2). https://doi.org/10.1007/s10824-015-9241-x
Caidi, N., Centivany, A., Samuelson, P., & Wolfe, M. (2015). Envisioning how fair use and fair dealing might best facilitate scholarship. Proceedings of the Association for Information Science and Technology, 52(1). https://doi.org/10.1002/pra2.2015.145052010011
Cetinic, E., & She, J. (2022). Understanding and Creating Art with AI: Review and Outlook. ACM Transactions on Multimedia Computing, Communications and Applications, 18(2). https://doi.org/10.1145/3475799
Charles, L., Brémault-Phillips, S., Pike, A., Vokey, C., Kilkenny, T., Johnson, M., Tian, P. G. J., Babenko, O., Dobbs, B., & Parmar, J. (2021). Decision-making capacity assessment education. Journal of the American Geriatrics Society, 69(4). https://doi.org/10.1111/jgs.17067
Chung, T. S. (2020). Fair Use Quotation Licenses: A Private Sector Solution To DMCA Takedown Abuse on YouTube. The Columbia Journal of Law & the Arts, 44(1). https://doi.org/10.52214/jla.v44i1.7311
Eisenecker, U. W. (1995). Ai: The tumultuous history of the search for artificial intelligence. AI Communications, 8(1). https://doi.org/10.3233/AIC-1995-8108
Epstein, Z., Levine, S., Rand, D. G., & Rahwan, I. (2020). Who Gets Credit for AI-Generated Art? IScience, 23(9). https://doi.org/10.1016/j.isci.2020.101515
Eysenbach, G. (2023). The Role of ChatGPT, Generative Language Models, and Artificial Intelligence in Medical Education: A Conversation With ChatGPT and a Call for Papers. In JMIR Medical Education (Vol. 9). https://doi.org/10.2196/46885
Ferreira, P., Kristoufek, L., & Pereira, E. J. de A. L. (2020). DCCA and DMCA correlations of cryptocurrency markets. Physica A: Statistical Mechanics and Its Applications, 545. https://doi.org/10.1016/j.physa.2019.123803
Grba, D. (2022). Deep Else: A Critical Framework for AI Art. Digital, 2(1). https://doi.org/10.3390/digital2010001
Haleem, A., Javaid, M., & Singh, R. P. (2022). An era of ChatGPT as a significant futuristic support tool: A study on features, abilities, and challenges. BenchCouncil Transactions on Benchmarks, Standards and Evaluations, 2(4), 100089.
Hassanzadeh, M. (2022). Intelligent Agents and Facilities for Knowledge Management: ChatGPT and Beyond. Sciences & Techniques of Information Management, 8(4).
Huynh-The, T., Pham, Q.-V., Pham, X.-Q., Nguyen, T. T., Han, Z., & Kim, D.-S. (2023). Artificial intelligence for the metaverse: A survey. Engineering Applications of Artificial Intelligence, 117, 105581. https://doi.org/10.1016/j.engappai.2022.105581
Jiang, Y., Li, X., Luo, H., Yin, S., & Kaynak, O. (2022). Quo vadis artificial intelligence? Discover Artificial Intelligence, 2(1), 4. https://doi.org/10.1007/s44163-022-00022-8
Joseph, S. S., & Dennisan, A. (2022). An affinity propagated clustering aided computerized Inherent Seeded Region Growing and Deep learned Marching Cubes Algorithm (ISRG-DMCA) based three dimensional image reconstruction approach. International Journal of Imaging Systems and Technology, 32(6). https://doi.org/10.1002/ima.22736
Kahn, K., & Winters, N. (2021). Constructionism and AI: A history and possible futures. British Journal of Educational Technology, 52(3). https://doi.org/10.1111/bjet.13088
Khobragade, J. W., & Anson, C. J. (2022). Fair Use Provisions under the Indian Copyright Act: Awareness Among Librarians of Colleges and Universities in Maharashtra. Journal of Intellectual Property Rights, 27(1). https://doi.org/10.56042/jipr.v27i1.44164
Korzynski, P., Mazurek, G., Altmann, A., Ejdys, J., Kazlauskaite, R., Paliszkiewicz, J., Wach, K., & Ziemba, E. (2023). Generative artificial intelligence as a new context for management theories: analysis of ChatGPT. Central European Management Journal, 31(1), 3–13. https://doi.org/10.1108/CEMJ-02-2023-0091
Lima, G., Zhunis, A., Manovich, L., & Cha, M. (2021). On the Social-Relational Moral Standing of AI: An Empirical Study Using AI-Generated Art. Frontiers in Robotics and AI, 8. https://doi.org/10.3389/frobt.2021.719944
Liu, W., & Tao, F. (2022). Art Definition and Accelerated Experience: Temporal Dimension of AI Artworks. Philosophies, 7(6). https://doi.org/10.3390/philosophies7060127
Ma, L., & Sun, B. (2020). Machine learning and AI in marketing – Connecting computing power to human insights. International Journal of Research in Marketing, 37(3), 481–504. https://doi.org/10.1016/j.ijresmar.2020.04.005
Millet, K., Buehler, F., Du, G., & Kokkoris, M. D. (2023). Defending humankind: Anthropocentric bias in the appreciation of AI art. Computers in Human Behavior, 143. https://doi.org/10.1016/j.chb.2023.107707
PEDRO, R. (2023). Artificial intelligence on public sector in Portugal: first legal approach. Juridical Tribune, 13(2). https://doi.org/10.24818/TBJ/2023/13/2.01
Perempuan, K. (2021). CATAHU 2021 Perempuan dalam himpitan pandemi: lonjakan kekerasan seksual, kekerasan siber, perkawinan anak, dan keterbatasan penanganan di tengah COVID-19. In KOMNAS PEREMPUAN.
Phelan, O., McCarthy, K., & Smyth, B. (2010). Buzzer - Online real-time topical news article and source recommender. Lecture Notes in Computer Science (Including Subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics). https://doi.org/10.1007/978-3-642-17080-5_27
Pratama, D., Vidal, M. J. A., Untarti, D. P., & Sjuchro, D. W. (2023). Public relations’ robot: utopia or reality? Jurnal Studi Komunikasi, 7(2), 369–382.
Qadir, J. (2023). Engineering Education in the Era of ChatGPT: Promise and Pitfalls of Generative AI for Education. IEEE Global Engineering Education Conference, EDUCON, 2023-May. https://doi.org/10.1109/EDUCON54358.2023.10125121
Rivas, P., & Zhao, L. (2023). Marketing with ChatGPT: Navigating the Ethical Terrain of GPT-Based Chatbot Technology. AI, 4(2), 375–384. https://doi.org/10.3390/ai4020019
Romero, D. M., Galuba, W., Asur, S., & Huberman, B. A. (2011). Influence and passivity in social media. Lecture Notes in Computer Science (Including Subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics). https://doi.org/10.1007/978-3-642-23808-6_2
Salvagno, M., Taccone, F. S., & Gerli, A. G. (2023). Correction to: Can artificial intelligence help for scientific writing? Critical Care, 27(1), 99. https://doi.org/10.1186/s13054-023-04390-0
Sang, Y., Aufderheide, P., & Kim, M. (2021). Fair Use in Practice: South Korean Film Directors’ Copyright Understanding. International Journal of Communication, 15.
Sihombing, A. K., Permata, R. R., & Ramli, T. S. (2021). Comparison of Digital Copyright Protection on Over the Top (OTT) Streaming Content Media in Indonesia and the United States. Padjadjaran Jurnal Ilmu Hukum, 8(2). https://doi.org/10.22304/pjih.v8n2.a2
Tlili, A., Shehata, B., Adarkwah, M. A., Bozkurt, A., Hickey, D. T., Huang, R., & Agyemang, B. (2023). What if the devil is my guardian angel: ChatGPT as a case study of using chatbots in education. Smart Learning Environments, 10(1). https://doi.org/10.1186/s40561-023-00237-x
Vercammen, A., Park, C., Goddard, R., Lyons-White, J., & Knight, A. (2020). A Reflection on the Fair Use of Unpaid Work in Conservation. In Conservation and Society (Vol. 18, Issue 4). https://doi.org/10.4103/cs.cs_19_163
Vita, N. I., Encluna, V. E., Siregar, N. S. S., Rusmardiana, A., & Anantadjaya, S. P. D. (2023). AI public relations: the early rise of Kizuna AI. Jurnal Studi Komunikasi, 7(2), 417–429.
Wagner, T., Slater, N., & Ulrich, D. (2016). Extended distally based DMCA flap in combination with autologous amputate skin transplantation as a salvage procedure for ring avulsion injury. European Journal of Plastic Surgery, 39(1). https://doi.org/10.1007/s00238-015-1164-4
Wellner, G. (2022). Digital Imagination, Fantasy, AI Art. In Foundations of Science (Vol. 27, Issue 4). https://doi.org/10.1007/s10699-020-09747-0
West, R., & Burbano, A. (2020). Ai, arts & design: Questioning learning machines. Artnodes, 2020(26). https://doi.org/10.7238/a.v0i26.3368
Zhang, Y. (2022). A Historical Interaction between Artificial Intelligence and Philosophy. ArXiv Preprint ArXiv:2208.04148.
Published
2023-11-30
How to Cite
Prasetyo, Y. W. A., Santos, L. T., Hayari, Abidin, K., & Chusumastuti, D. (2023). Artificial Intelligence for marketing communication: moral dilemma, ethics, and customer satisfaction. Jurnal Studi Komunikasi, 7(3), 726 - 741. https://doi.org/10.25139/jsk.v7i3.6993
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