The Clueless: Navigating an Ethical AI Marketing Dilemma

Sandip Pradhan, Manojit Chattopadhyay

Product #:W39696_P

Supplier:Ivey

Discipline:General Management, Marketing

Setting:Spain, United Kingdom, United States, 2024

Details:Case (PDF) • 9 pages • 2025-01-09

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In March 2024, an ethical dilemma was presented to The Clueless AIGENCY (TCA), led by founder and chief executive officer Ruben Cruz, surrounding Aitana, the agency’s artificial intelligence (AI)-driven virtual influencer. While Aitana’s lifelike appeal and effectiveness had garnered significant attention, her rise was raising serious ethical concerns regarding potential manipulation, consumer deception, and the impact of such virtual influencers on transparency and authenticity in marketing. The TCA team would have to consider that such concerns might affect the future of Aitana and TCA’s approach to AI-driven marketing and that it might be wise to develop a strategy that balanced innovation with a commitment to integrity and social responsibility.

Learning Objectives

This case is suitable for graduate and postgraduate business administration, technology management, digital transformation, marketing strategy, and AI programs in courses on business ethics. After completing the case and analyzing the assignment questions, students will be able to do the following:

Understand the ethical implications of integrating AI-driven influencers into marketing strategies, including considerations of transparency, privacy, consumer trust, and the potential for manipulation.
Analyze the societal impact of AI-driven influencers on cultural norms.
Explore the role of AI in shaping consumer behaviour and decision-making processes within the context of influencer marketing campaigns.
Develop strategies for implementing AI-driven influencer marketing campaigns that prioritize authenticity, resonate with target audiences, and adhere to ethical standards and social responsibility.
Formulate frameworks for ethical decision-making in AI-driven marketing, applying utilitarianism and deontological ethics to balance business objectives with social responsibility in management practices.