Ethical Considerations and Responsible AI Use in Philippine Online Marketing

Ethical considerations and responsible AI use in Philippine online marketing focus on data privacy, transparency, fairness, and cultural sensitivity, guided by existing laws and emerging ethical frameworks.

The Philippines has enacted laws such as the Data Privacy Act of 2012 and the E-Commerce Act of 2000 that regulate personal data processing and electronic transactions, which are crucial in AI-driven marketing to protect consumer privacy and data security. These laws form the legal backbone ensuring that AI applications in marketing comply with privacy standards.

Ethical AI use in marketing also involves mitigating risks like bias, misinformation, and lack of transparency. AI systems must avoid reinforcing social inequalities or biases, especially given the Philippines' diverse cultural and socioeconomic landscape. Transparency about how AI tools operate and use data is essential to build consumer trust, requiring companies to clearly communicate their AI processes and standards.

The University of the Philippines emphasizes principles such as common good, empowerment, and cultural sensitivity in AI development and use, which are directly applicable to online marketing. AI should promote inclusive growth, respect Filipino cultural values, and empower marginalized groups rather than exclude them.

In practice, responsible AI use in Philippine online marketing involves:

• Ensuring AI tools are free from bias by auditing data sources and algorithms.
• Maintaining meaningful human control over AI decisions to prevent autonomous actions that could harm consumers or mislead them.
• Complying with data privacy laws to safeguard consumer information and prevent misuse.
• Promoting transparency about AI-generated content and decision-making processes to foster trust.
• Considering cultural and linguistic diversity in AI marketing strategies to be inclusive and respectful of Filipino identities.

While the Philippines is still developing comprehensive AI-specific regulations, ongoing legislative efforts and institutional principles aim to establish a secure, ethical AI environment that balances innovation with societal values.

In summary, ethical and responsible AI use in Philippine online marketing requires adherence to data privacy laws, transparency, bias mitigation, cultural respect, and human oversight to protect consumers and promote trust in AI-driven marketing practices.