Unveiling AI Ethics in Digital Marketing: A Study on Accountability and Fairness among Social Media Users in Palestine

This study critically explores the ethical dimensions of Artificial Intelligence (AI) in digital marketing, with a particular emphasis on AI accountability and fairness among online consumers in Palestine. Employing a quantitative research design, the study utilizes Structural Equation Modeling (SEM) to analyze data collected from 385 participants. The primary aim is to examine how AI-driven marketing strategies shape perceptions of fairness, with accountability acting as a mediating variable. The results demonstrate that AI accountability significantly mediates the relationship between AI-generated marketing content and consumer perceptions of fairness, highlighting the critical role of accountability in promoting ethical AI practices. This research underscores the pressing need for transparency in AI systems, as well as the importance of mitigating algorithmic biases that may adversely affect consumer experiences. The findings offer actionable insights for businesses and policymakers, advocating for the development of comprehensive regulatory frameworks that ensure the ethical application of AI technologies in marketing while fostering consumer trust. By contributing to the ongoing discourse on AI ethics, this study provides a robust foundation for understanding the complex interplay between AI technologies, fairness, and accountability in digital marketing. These insights are particularly pertinent to industries leveraging AI for content creation, as they navigate the ethical challenges associated with consumer engagement in an increasingly digitalized environment.