Artificial intelligence in halal product marketing: integrating ethical intelligence through a mixed-method investigation

Purpose This study tackles the ethical integration of artificial intelligence (AI) in halal marketing. It tests how AI transparency, authenticity and value alignment shape Muslim consumer trust and buying decisions. The purpose of this study is to bridge rapid technological change with the foundational moral duties required by Islamic commerce. Design/methodology/approach The author used a two-phase explanatory sequential design. In the first phase, the author surveyed 980 Muslim consumers across Bangladesh, Malaysia and the United Arab Emirates and analysed the data using partial least squares structural equation modelling with multi-group and mediation checks. In the second phase, the author conducted 24 interviews with halal industry professionals to interpret the statistical results in a real-world context. Findings AI transparency, authenticity and value alignment drive consumer trust, which partially mediates their impact on purchase intention. The model held steady across all three nations. Interviews highlighted genuine practitioner fears about algorithmic bias, exposed the urgent need for Shariah-compliant data and confirmed that moral accountability is non-negotiable in AI-driven halal marketing. Research limitations/implications The cross-sectional design and focus on three Muslim-majority countries limit causality and global generalisability. Theoretically, the author reframes AI transparency as a moral obligation and combines Islamic philosophy with marketing science. The author also introduces “theological-affective legitimacy” as a new touchstone for trust in digital faith-based environments. Practical implications Marketers must prioritise explainable AI and craft communications that feel culturally sincere. Developers need “Shariah-by-design” principles and diverse training data to cut through bias. Policymakers should embed ethics rules directly into halal certification processes to make compliance tangible and enforceable. Social implications This work arms Muslim consumers with ethical AI literacy, enabling them to demand openness and make spiritually conscious purchases. It encourages a digital marketplace that respects religious identity and actively guards against algorithmic colonialism, where outside data norms overwhelm local moral frameworks. Originality/value This study offers the first empirical test, to the best of the author’s knowledge, of the ethical intelligence framework, showing transparency as the most powerful trust-builder and confirming the model works across diverse markets. This moves the conversation from abstract theory to a practical, integrated model that connects AI functionality with Islamic ethics and consumer psychology for faith-sensitive adoption.