Abstract
In an era where artificial intelligence (AI) is rapidly transforming marketing, the tensions associated with ethics and social responsibility are accelerating. This commentary addresses and expands upon what Grewal, Guha and Becker (2024) term “Theme #3-AI created novel tensions.” The differences between AI ethics and social responsibility are defined, including directions for collaborative efforts needed by managers and developers of AI. To serve society, all stakeholders need to be involved in addressing the tensions associated with AI applications. AI principles such as transparency, accountability and fairness need to be translated into rules to develop algorithms. This process should be a part of strategic organizational management of the organizational compliance function. AI should not be just a tool or tactic to ensure efficiency. The risks and opportunities should be managed to create a better world.
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