An Integrative AI Governance Framework for Trust-Centric Marketing

Abstract

In this chapter, an integrated framework of governance for AI in marketing is suggested in order to address the risks emerging in this area and foster customers' trust. With the increasing use of applications driven by AI in marketing, the issues of algorithm bias, data privacy, and non-transparency become more acute and create a certain trust gap. In response to these challenges, the chapter suggests a multi-layered governance framework including the principles (transparency, fairness, accountability, and data security), mechanisms (algorithm auditing, explainable AI, and ethical monitoring) and outcomes (risks reduction and building of trust) of AI in marketing governance. The framework is built from the trust perspective, thus making the governance not a mere tool of responding to the emerging risks, but a proactive organizational function aimed at fostering trust in the organization's activities. By drawing the connection between governance and the process of value creation in marketing, the chapter provides an important contribution to the current literature on this issue.