Ethical and Privacy Issues of Artificial Intelligence in Digital Marketing: Evidence from AI Sprint Private Limited
Ethical and Privacy Issues of Artificial Intelligence in Digital Marketing: Evidence from AI Sprint Private Limited
Parthiban M
MBA Scholar
Department of Management Studies
Panimalar Engineering College Chennai, Tamil Nadu, India
Dr. P. Raman
Associate Professor & Guide
Department of Management Studies
Panimalar Engineering College Chennai, Tamil Nadu, India
Abstract — The rapid proliferation of artificial intelligence (AI) technologies in digital marketing has ushered in unprecedented capabilities for personalization, automation, and consumer engagement. However, this progress raises critical ethical and privacy concerns that remain insufficiently addressed in organizational practice. This study examines these issues within the operational context of AI Sprint Private Limited, a Chennai-based IT and digital marketing services firm. Employing a descriptive research design with a survey instrument administered to 250 respondents, the study analyses consumer perceptions of AI-driven marketing practices, data usage transparency, targeted advertising, and ethical accountability. Non-parametric statistical tests — including the Mann-Whitney U test, Kruskal-Wallis H test, Spearman's rank correlation, and Chi-square analysis — were applied to derive inferential insights. Findings reveal strong consumer endorsement of AI-enhanced customer experiences while simultaneously indicating significant concerns around data security, consent, and algorithmic bias. The study concludes with actionable recommendations for organizations to adopt ethically grounded, privacy-respecting AI marketing frameworks.
Keywords — Artificial Intelligence, Digital Marketing, Data Privacy, Ethical AI, Personalization, Consumer Behaviour, AI Sprint