Ethical Considerations for the Use of AI in Marketing

Can AI be brilliant and responsible? We think so. But only if you make room for the hard questions alongside the helpful tools.

From automated email copy to personalized product recommendations, AI is quickly becoming a go-to assistant for small business marketing. And rightly so. These tools are fast, powerful, and increasingly affordable.

But as with any new capability, the how matters as much as the what. As AI becomes more embedded in how we connect with customers, it’s worth asking: Are you using it wisely?

Respect What Isn’t Yours

AI tools often rely on large amounts of user data, some of which may come from your own customer base. Whether you’re using AI for targeted ads, personalized emails, or chatbot conversations, it’s vital to ensure your customers’ data is being used transparently and securely.

• Do your tools clearly disclose how data is collected and used?

• Have you reviewed the privacy policies of your AI tools?

• Are you complying with basic data regulations, if applicable?

Quick tip: Never feed personally identifiable information into an AI tool unless you have express consent and know how the data is handled.

Bias in AI

AI doesn’t think for itself. It reflects the data it’s trained on. That means if the training data includes biases, the results might too. This shows up in everything from biased job ad copy to stereotypes in AI-generated images or texts.

• Does the output reinforce assumptions or exclude certain groups?

• Are you reviewing AI outputs with a human lens before publishing?

Quick tip: When in doubt, diversify your training data, double-check your prompts, and never let AI publish without a second look.

Should You Say It’s AI?

Most small businesses don’t need to wave an “AI-generated” flag on every blog post. But there’s a growing expectation around transparency, especially in spaces like thought leadership, customer service, or product reviews.

• Would your customer feel misled if they found out it was written by AI?

• Are you using AI to assist your voice or replace it entirely?

Quick tip: A good rule of thumb is to disclose when it matters, especially when trust is on the line.

Originality & Ownership

As AI generates more images, videos, and written content, intellectual property questions are getting murkier. Just because you can use AI-generated content doesn’t mean it’s legally or ethically safe to do so, especially in brand-forward materials.

• Does the content feel too close to something you've seen elsewhere?

• Do your tools allow for commercial use?

• Are you adding enough human input to claim it as “yours”?

Quick tip: When in doubt, use AI to ideate, not duplicate and run a quick plagiarism check on anything AI writes from scratch.

Don't Lose Your Voice

The power of AI lies in its ability to scale. But scale without authenticity often leads to disengagement or worse, distrust. Over-automated DMs, generic outreach, and lifeless content don’t just fail to connect, they actively push people away.

• Does this sound like you?

• Would you be proud to say it face-to-face?

Quick tip: AI should sharpen your voice, not erase it. Use it to draft, not decide.

A Simple Ethical Framework for Everyday Use

You don’t need a legal team to use AI responsibly. You just need to pause long enough to run your ideas through a simple filter:

Is it…

• ✅ Helpful? Does it genuinely benefit your customer?

• ✅ Honest? Is it truthful and clear about how it was created?

• ✅ Fair? Does it avoid bias, exclusion, or manipulation?

• ✅ Respectful? Does it honor your customer’s time, trust, and data?

If the answer is yes to all four you’re likely on solid ground.

Progress with Principles

AI can supercharge your small business. It can save time, unlock creativity, and amplify your reach. But none of that matters if it costs you your audience’s trust.

We believe in using AI the same way we approach marketing as a whole - with heart, honesty, and a human touch.

Looking to explore more tools and topics like this? Our AI Library is full of helpful prompts, creative tips and smart strategies - no guesswork, no gimmicks.