Ethical Implications of Artificial Intelligence (AI) and Augmented Reality (AR) in Marketing Research
Tinashe Musasa · Advances in computational intelligence and robotics book series · 2025
Increased automation, immersion and data insights through us of AI and AR are transforming today's academic marketing research. However, ethical implications of these technologies on privacy, algorithmic bias and accountability are a concern despite their transformative power. In this chapter, a systematic literature review using the Theory, Context, Characteristics and Methodology (TCCM) framework was utilised to investigate ethical implications of disruptive (AI) and immersive technologies (AR) in marketing research. Utilising peer reviewed articles from indexed journals in Scopus and Web of Science, this chapter analyses tensions among ethical principles on disruptive and immersive technologies, develops a comprehensive ethical framework and suggests the future research agenda.