IIM Lucknow has proposed an ethical framework aimed at guiding the responsible use of artificial intelligence in marketing, as brands and businesses increasingly adopt AI-driven tools to influence consumer behaviour, personalise communication and optimise decision-making. The framework seeks to address growing concerns around transparency, data privacy, bias and accountability as AI becomes more deeply embedded in marketing strategies.
The proposal comes at a time when marketers across sectors are rapidly deploying AI technologies such as predictive analytics, recommendation engines, generative content tools and automated customer engagement systems. While these tools promise efficiency and scale, experts have raised questions about their potential impact on consumer trust, fairness and regulatory compliance. IIM Lucknow’s framework aims to provide a structured approach to balancing innovation with ethical responsibility.
According to the institute, the framework is designed to serve as a guiding reference for marketers, agencies, technology providers and policymakers. It outlines principles intended to ensure that AI-driven marketing practices remain aligned with consumer interests and societal values. The proposal emphasises that ethical considerations should be integrated into the design, deployment and evaluation of AI systems rather than treated as an afterthought.
A central element of the framework is transparency. IIM Lucknow recommends that organisations clearly communicate when and how AI is being used in marketing interactions. This includes disclosures related to automated decision-making, personalised targeting and the use of generative AI in content creation. Transparency, the institute notes, is essential to maintaining consumer trust in an environment where AI-driven interactions are becoming less visible to end users.
Data privacy and consent form another key pillar of the proposed framework. With AI systems relying heavily on large volumes of consumer data, the institute stresses the need for robust data governance practices. These include obtaining informed consent, minimising data collection to what is necessary, and ensuring secure storage and processing of information. The framework aligns with evolving data protection regulations and calls for marketers to go beyond minimum compliance standards.
Bias and fairness are also highlighted as critical risks associated with AI in marketing. Algorithms trained on historical data may reinforce existing social, economic or cultural biases, leading to discriminatory outcomes in targeting, pricing or content delivery. IIM Lucknow’s proposal encourages organisations to regularly audit AI systems for bias and to adopt corrective measures when disparities are identified. It also recommends diverse teams and datasets to reduce the risk of skewed outcomes.
Accountability is another cornerstone of the framework. The institute argues that responsibility for AI-driven decisions should remain with human stakeholders, even when processes are automated. Marketers and organisations are urged to establish clear lines of accountability for AI systems, including mechanisms for redress when consumers are adversely affected. This approach is intended to prevent the diffusion of responsibility that can occur when decisions are attributed solely to algorithms.
The framework also addresses the growing use of generative AI in marketing content, including text, images and video. While such tools can enhance creativity and speed, the institute cautions against misuse, such as the creation of misleading or deceptive content. It recommends clear internal guidelines on acceptable use, fact-checking processes and human oversight to ensure that AI-generated material meets ethical and regulatory standards.
From an industry perspective, the proposal reflects broader global discussions around responsible AI. Marketing has emerged as a particularly sensitive domain because of its direct influence on consumer perceptions and behaviour. IIM Lucknow’s initiative positions academic institutions as active contributors to shaping ethical norms, rather than leaving governance solely to regulators or technology firms.
Faculty members involved in developing the framework have noted that ethical AI in marketing is not only a moral imperative but also a strategic one. Brands that fail to address ethical risks may face reputational damage, loss of consumer trust and potential legal challenges. Conversely, organisations that adopt transparent and responsible practices may gain competitive advantage in an increasingly scrutinised marketplace.
The institute envisions the framework being used both as a teaching tool and a practical guide. It is expected to inform curriculum development in management education, helping future marketers understand the ethical dimensions of AI adoption. At the same time, it offers a reference point for practitioners seeking to implement AI responsibly within existing business constraints.
While the framework is not a regulatory instrument, it adds to a growing body of thought leadership advocating self-regulation and ethical foresight in AI adoption. Industry bodies and marketing associations have increasingly called for voluntary standards that can evolve alongside technology. IIM Lucknow’s proposal contributes to this discourse by offering a structured and context-specific perspective focused on marketing.
The proposal also underscores the need for continuous review. As AI technologies evolve, ethical challenges are likely to shift, requiring ongoing assessment and adaptation of guidelines. The institute recommends that organisations treat ethical governance as a dynamic process, supported by regular training, monitoring and stakeholder engagement.
As artificial intelligence continues to reshape marketing practices, frameworks such as the one proposed by IIM Lucknow highlight the importance of aligning technological progress with human values. By articulating principles around transparency, privacy, fairness and accountability, the institute aims to support responsible adoption of AI in marketing globally.