Corporate digital responsibility (CDR) in the age of AI: implications for interactive marketing

Abstract

Purpose

Despite all the recent achievements in the field of interactive marketing and artificial intelligence (AI), it is important to consider the ethical implications of these technologies. This paper explains the concept of corporate digital responsibility (CDR) and how it is affected by new advances in AI.

Design/methodology/approach

The authors build on the work of Wirtz et al., (2023) and derive several managerial implications for the challenges that AI poses to CDR. CDR refers to a service company's ethical and fair use of data and technology within its digital service ecosystem. It involves establishing standards, protecting customer privacy, conducting external audits and striving for an equitable power dynamic between service firms and their partners.

Findings

Despite the risks involved, many companies are not prioritizing good CDR practices. Financial benefits from the collection and use of consumer data, improved customer experience through AI-driven customization and personalization, cost reduction through service automation and the trade-offs between organizational goals and CDR practices can prevent companies from prioritizing good CDR practices.

Originality/value

This is one of the first articles in the service domain to take the concept of CDR and apply it to recent developments in generative AI.

Research limitations/implications

The emergence of powerful AI tools presents opportunities and challenges. Research opportunities include responsible business restructuring, responsible service automation to ensure fairness and human oversight, addressing dehumanization of service delivery, responsible customer profiling to address privacy and discrimination concerns and preventing AI misuse.

Citation

Kunz, W.H. and Wirtz, J. (2024), "Corporate digital responsibility (CDR) in the age of AI: implications for interactive marketing", Journal of Research in Interactive Marketing, Vol. 18 No. 1, pp. 31-37. https://doi.org/10.1108/JRIM-06-2023-0176