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Cited by 191AI in Service InteractionsEthics and Social Impacts of AIDigital Marketing and Social Media

Marketing with ChatGPT: Navigating the Ethical Terrain of GPT-Based Chatbot Technology

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Rivas, Pablo, Zhao, Liang·2023·AI
DOI 10.3390/ai4020019
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Abstract

ChatGPT is an AI-powered chatbot platform that enables human users to converse with machines. It utilizes natural language processing and machine learning algorithms, transforming how people interact with AI technology. ChatGPT offers significant advantages over previous similar tools, and its potential for application in various fields has generated attention and anticipation. However, some experts are wary of ChatGPT, citing ethical implications. Therefore, this paper shows that ChatGPT has significant potential to transform marketing and shape its future if certain ethical considerations are taken into account. First, we argue that ChatGPT-based tools can help marketers create content faster and potentially with quality similar to human content creators. It can also assist marketers in conducting more efficient research and understanding customers better, automating customer service, and improving efficiency. Then we discuss ethical implications and potential risks for marketers, consumers, and other stakeholders, that are essential for ChatGPT-based marketing; doing so can help revolutionize marketing while avoiding potential harm to stakeholders.

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  • AI enables not only the creation of the avatar's visuals but also its dialogue and behavior, potentially giving each user a slightly tailored interaction.

    “AI enables not only the creation of the avatar's visuals but also its dialogue (via natural language generation) and behavior, potentially giving each user a slightly tailored interaction (Rivas & Zhao, 2023;Sharma et al., 2023;Yadav, 2024).”

    From Surveillance Capitalism, Consumer Subjectivity and Marketing in the Age of Artificial Intelligence (2025) · cites this paper as Rivas & Zhao, 2023

    The Introduction describes AI-generated conversational responses, and section 2.2 says ChatGPT can adapt responses to what a user wants. Those passages support dialogue and tailored interaction, but they do not address creating an avatar’s visuals or behavior. Page numbers are not available in our copy. (LLM, conf=0.86)

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Authors
Rivas, P., & Zhao, L.
Affiliations
  • Baylor University (US)
  • Department of Marketing, St. Ambrose University, Davenport, IA 52803, USA
Corresponding author
Rivas, Pablo
ORCID
Venue
AI
Publisher
MDPI AG
Published
2023-04-10
Volume
4
Issue
2
Pages
375-384
ISSN
2673-2688 (ISSN-L)
DOI
10.3390/ai4020019
OpenAlex
W4363678768
Cited by
191
References
52
Citations by year
2026: 19 · 2025: 48 · 2024: 75 · 2023: 49
FWCI
16.90
Type
journal article
Language
en
Open access
Licence
Locations
  • AI (publishedVersion, cc-by)
  • DOAJ (DOAJ: Directory of Open Access Journals) (submittedVersion, cc-by-sa)
Funders
National Science Foundation (2136961)
Topics
  • Physical Sciences › Computer Science › Artificial Intelligence › AI in Service Interactions
  • Social Sciences › Safety Research › Ethics and Social Impacts of AI
  • Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
Keywords
ChatGPT, AI chatbots, marketing, AI ethics, content creation, customer service automation, customer understanding

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