The Ethics of AI in Marketing: How to Stay Smart, Legal and Trustworthy is the topic of this Better Marketing Podcast episode. Here’s the audio and transcript for you.
Hi, I’m Tracy Heatley, Chartered Marketer and your host of Better Marketing: Marketing Magic in Minutes. This episode is one I’m especially passionate about, because we’re exploring the ethics of using AI in marketing.
AI offers incredible marketing tools and opportunities, and getting swept up in the excitement is easy. But as I always say to clients and marketing teams, just because we can, doesn’t mean we should.
This article will help you use AI responsibly, protect your customers’ trust, stay within ethical and legal boundaries, and build a business that’s not just smart, but also sustainable.
Why Ethical AI Use Matters
AI is transforming how we market, communicate, and serve our customers. With that transformation comes great responsibility.
Using AI ethically means:
- Respecting privacy
- Avoiding bias
- Staying transparent
- Maintaining human connection
It’s not just about legal compliance. It’s also about protecting your reputation. In a world where trust matters more than ever, how you use AI will shape how your brand is perceived.
Be Transparent About AI Use
Whether you’re using AI to write content, create imagery or manage customer service through chatbots, honesty is key.
If you use a chatbot on your website, let customers know they’re talking to AI. Better still, give them the option to speak to a real person, especially if the chatbot can’t help.
If you use AI to help write articles or marketing copy, there’s no harm in saying so. Customers appreciate transparency. It shows integrity and builds trust.
Think of it like when aesthetic treatments first became popular. In the early days, no one admitted to having them. Now, it’s more open. But when someone clearly has, and says they haven’t, it feels disingenuous. It’s the same with AI.
Avoiding Bias and Ensuring Accuracy
AI tools are trained on vast datasets, many of which contain inherent biases. That means content created using AI might unintentionally include stereotypes, misinformation, or language that doesn’t align with your brand.
Always review every piece of AI-generated content. Ask yourself:
- Does this reflect my brand values?
- Is the language inclusive and respectful?
- Is the tone aligned with my usual style?
- Are the facts accurate?
AI is brilliant, but it still needs your human oversight to ensure your content is appropriate and on-brand.
Data Privacy and Confidentiality
This one is crucial.
AI tools are not the place to input private or sensitive client information. Even when drafting content or case studies, always remove names or personal details from prompts. Learn how to be an efficient, effective, and ethical when using AI.
It may sound obvious, but businesses have unknowingly breached data protection laws by misusing AI tools. Don’t let that be you.
Also, check the privacy settings of your AI tools. Many platforms allow you to disable data logging, prevent learning from your inputs, or clear prompt history. If you’re handling any kind of client data, use those settings. Treat everything as sensitive unless you’re 100% sure otherwise.
Know the Laws That Apply to You (and Your Customers)
Whether you run a small business or lead a marketing team, it’s your responsibility to stay compliant with privacy and data regulations.
This includes:
- GDPR here in the UK
- CCPA and CPRA for California-based users
- Other evolving data privacy laws across US states like Colorado, Utah, Connecticut, and Virginia
Even if you’re based in the UK or elsewhere, if you serve clients or customers in these regions, their data protection laws may still apply to you. So, it’s essential to stay informed and compliant.
Ethical Content Creation
AI can help you generate ideas or write first drafts, but it should never be a shortcut to bypass quality control.
AI Must Do’s:
- Review and refine content
- Add your unique voice and insight
- Check tone and facts
- Ensure it aligns with your brand message
You might write content first and use AI for proofreading or edits – a bit like having an editor on hand. That’s perfectly fine.
If you haven’t already read it, my blog post ‘‘How to Be a Prompt Engineer’ offers tips to craft better prompts, helping AI reflect your brand tone more effectively. I also provide clients with a detailed list of tried and tested prompts to help them get the most from their AI tools.
Train Yourself First, Then Your AI
Just like the airline advice to fit your own oxygen mask first, you must train yourself to use AI effectively before relying on it for your business.
Once you understand how to prompt, edit and supervise AI output, you can begin to train your AI tools to align with your brand’s voice and values.
I’ve also written a blog post on ‘The Importance of Training Your AI’, which outlines how to fine-tune tools over time. You’ll find both articles at tracyheatley.com. Just go to the Marketing & AI blogs page, which can be found under the ‘Free Resources’ menu.
Ethical AI Use Checklist
I thought I’d share an ethical AI use checklist with you.
Here’s a quick recap of today’s key points – your Ethical AI Checklist:
- Be transparent when AI is used
- Double-check for bias and accuracy
- Never input private or sensitive information
- Always review AI-generated content
- Stay legal – know and follow regulations in your region and where your clients are based
- Keep the human touch at the heart of your marketing
AI is a powerful tool, but it’s still a tool. You’re the driver. Your ethics, voice and values must always remain at the centre of your marketing.
Need Help Creating an Ethical AI Strategy?
If you’d like support building an AI strategy that keeps you on the right path when it comes to AI Ethics in Marketing, you can:
- Book a three-hour online AI strategy session
- Book a free discovery call to find the best option for you
Without doubt, AI Ethics in Marketing is just the tip of the iceberg. I offer a full range of marketing services including: consultancy, mentoring and AI marketing training, all available via tracyheatley.com. As well as my signature ‘Strategy Cycle Program‘.
And don’t forget, you can download my free guide, The Business Owner’s Roadmap to a Better Strategy. Use the code POD2025 when downloading and you’ll be entered into my monthly draw to win a free Power Hour with me.
I’m Tracy Heatley, a Chartered Marketer and CIM Certified AI Marketing Specialist. I thank you for tuning
into Better Marketing: Marketing Magic in Minutes. I hope you’ve found this AI Ethics in Marketing episode useful.
In the next episode, I will step back from AI and explore how to blend traditional and digital strategies for the perfect marketing approach mix.
Until then, remember:
Better Marketing, Better Business.
— Tracy Heatley