Discussion 14 – Ethical Issues Surrounding Measurement, Targeting, and Using AI in Audience Research

April 20, 2025April 20, 2025 Discipline: Communications and Media

Instructions:

  1. The initial posts should be substantive and a minimum of two paragraphs in length (200 to 600 words)
  2. Ensure you use proper grammar, word choice, syntax, and writing mechanics.
  3. Properly cite and reference.
  4. Media-related examples

Note: I will provide the readings and other materials associated with the assignment. Please make sure to cite from the reading and other course material.

Please critically reflect on the readings, lectures, and videos to answer the following questions/prompts:

  1. What does it mean when a technology utilizes artificial intelligence (AI)? How is AI used in consumer research today? Do you have any predictions for how AI may evolve and will be used to understand audiences in the future?
  2. Describe and discuss three ethical issues surrounding the use of artificial intelligence and machine learning that we need to be aware of when interacting with audiences/consumers or their data.

Link to readings:

  • AI Ethics in today’s world- https://www.mckinsey.com/featured-insights/artificial-intelligence/ai-ethics-podcast
  • The potential for AI in market research-https://www.raconteur.net/digital-transformation/artificial-intelligence-market-research
  • Gathering Strength, Gathering Storms: The One Hundred Year Study on Artificial Intelligence (AI100) 2021 Study Panel Report- https://ai100.stanford.edu/gathering-strength-gathering-storms-one-hundred-year-study-artificial-intelligence-ai100-2021-study
  • Ethics of Chatbots- https://www.codecademy.com/article/ethics-of-chatbots
  • The Ethics of Online Ad Targeting-https://www.reddoor.biz/learn/blogs/the-ethics-of-online-ad-targeting/
  • Salesforce’s Chief Ethical Use Officer: ‘People Won’t Use Tech They Don’t Trust’-https://deloitte.wsj.com/riskandcompliance/salesforces-chief-ethical-use-officer-people-wont-use-tech-they-dont-trust-01650312965

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