Artificial intelligence and mass personalization of communication content -An ethical and literacy perspective
Abstract
Artificial intelligence (AI) is (re)shaping communication and contributes to (commercial and informational) need satisfaction by means of mass personalization. However, the substantial personalization and targeting opportunities do not come without ethical challenges. Following an AI-for-social-good perspective, the authors systematically scrutinize the ethical challenges of deploying AI for mass personalization of communication content from a multi-stakeholder perspective. The conceptual analysis reveals interdependencies and tensions between ethical principles, which advocate the need of a basic understanding of AI inputs, functioning, agency, and outcomes. By this form of AI literacy, individuals could be empowered to interact with and treat mass-personalized content in a way that promotes individual and social good while preventing harm.
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Even though AI education represents an urgent goal to be pursued in the context of combating disinformation, the delay in dissemination programmes stems from the ongoing debate on what constitutes relevant AI knowledge.
“Even though AI education represents an urgent goal to be pursued in the context of combating disinformation, the delay in dissemination programmes stems from the ongoing debate on what constitutes relevant AI knowledge (Hermann, 2022;Kandlhofer & Steinbauer, 2018;Long & Magerko, 2020;Mikalef & Gupta, 2021):”
From Deepfakes, Democracy, and the Ethics of Synthetic Media: A Synthesis of the SOLARIS Project (2026) · cites this paper as Hermann, 2022
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The impact of artificial intelligence on the energy transition: evidence from Chinese cities
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Persona-Based Conversational AI: State of the Art and Challenges
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“…web-search capabilities into AI chatbots (e.g. SearchGPT or ChatGPT Search) raises pressing concerns about information reliability, the potential gatekeeping effects of algorithms, biases, as well as content safeguards and moderation rules (Hermann, 2022; Shah and Bender, 2022; Shin et al., 2024).”
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- Authors
- Hermann, E.
- Affiliations
- Leibniz Institute for High Performance Microelectronics (DE)
- Corresponding author
- Hermann, Erik
- ORCID
- Hermann, Erik
- Venue
- New Media & Society
- Publisher
- SAGE Publications
- Published
- 2021-06-18
- Volume
- 24
- Issue
- 5
- Pages
- 1258-1277
- ISSN
- 1461-4448 (ISSN-L)
- 1461-7315
- OpenAlex
- W3174208514
- Cited by
- 214
- References
- 116
- Citations by year
- 2026: 38 · 2025: 75 · 2024: 56 · 2023: 29 · 2022: 13 · 2021: 3
- FWCI
- 31.57
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- New Media & Society (publishedVersion)
- Topics
- Social Sciences › Safety Research › Ethics and Social Impacts of AI
- Social Sciences › Decision Sciences › Information Systems and Management › Technology's Impact on Media
- Social Sciences › Law › Digitalization, Law, and Regulation
- Keywords
- artificial intelligence, mass personalization, communication content, AI ethics, AI literacy, AI for social good, multi-stakeholder perspectives, targeted communication, need satisfaction, agency, harm prevention
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