Početna » FINIZ 2025 - The Importance of Business Agility in the Modern Business Environment » Marketing and Management
AGILE AND ETHICAL IMPLEMENTATION OF AI FOR SUSTAINABLE MARKETING STRATEGIES
Abstract:
Artificial intelligence is transforming marketing through enhanced personalization, automation, and predictive analytics, providing new opportunities for business agility. However, organizations face a critical challenge when rapidly deploying AI (Artificial Indigence) while upholding ethical and sustainable practices. This research examines how marketing professionals balance the need for speed and innovation with responsible AI implementation. By surveying 60 marketing practitioners, this study identifies common strategies and best practices that promote both agility and ethical, sustainable outcomes in AI-driven marketing. Initial analysis suggests that clear ethical guidelines, cross-functional oversight, and continuous training are key to achieving agility without compromising integrity. The findings are presented in a practical framework of best practices and recommendations, demonstrating that ethical AI practices can increase business agility in a competitive marketing environment.
CITATION:
IEEE format
M. Balaban, S. Alčaković, “Agile And Ethical Implementation Of Ai For Sustainable Marketing Strategies,” in FINIZ 2025 - The Importance of Business Agility in the Modern Business Environment, Belgrade, Singidunum University, Serbia, 2025, pp. 158-165. doi: 10.15308/finiz-2025-158-165
APA format
Balaban, M., Alčaković, S. (2025). Agile And Ethical Implementation Of Ai For Sustainable Marketing Strategies. Paper presented at FINIZ 2025 - The Importance of Business Agility in the Modern Business Environment. doi:10.15308/finiz-2025-158-165
BibTeX format
Download
RefWorks Tagged format
Download
