Tiffanny Junee

This is an extract from a paper I am currently writing on AI use in social issues marketing. Please feel free to feedback on any of the points made and/or missed.

Ai has a role in Social Issues: Chatbots & Connectedness via Personalisation

Artificial intelligence (AI) is increasingly being used in social issues marketing to raise awareness of social issues and promote social change.

AI-powered tools can analyse social media data, online search behavior, and other sources of information to identify trending social issues and target audiences who are most likely to be interested in and affected by these issues (Bardin, 2020; Davenport, 2019).

For example, AI can be used to identify online conversations about climate change, and then target ads about climate activism to people who have shown an interest in this topic (Berger, 2021).

In addition, AI can help create personalised messages that resonate with individuals’ interests, behaviors, and beliefs (Chang & Wang, 2020).

AI-powered chatbots can engage in personalised conversations with individuals about social issues, offering tailored advice and resources based on their specific needs and preferences (Huang & Benyoucef, 2020).

For example, AI-powered chatbots can help people with anxiety and depression by engaging in personalised conversations and providing resources to manage their mental health (Bittman & Huang, 2021).

Moreover, AI can help social issues marketers measure the effectiveness of their campaigns more accurately (Chen & Pavlou, 2020).

By analyzing data about engagement rates, click-through rates, and other metrics, AI-powered tools can provide insights into what works and what doesn’t in social issues marketing (Caplan & Boyd, 2018).

This can help marketers refine their strategies and optimise their campaigns for maximum impact.

For example, the “Like a Girl” campaign by Always used AI-powered tools to analyse engagement metrics on social media and adjust their messaging to increase engagement (Godes & Mayzlin, 2009).

Risks & Challenges of AI: Bias, Profiling and Fake News

The use of AI in social issues marketing also poses potential risks and challenges.

One concern is the potential for AI to reinforce existing biases and stereotypes (Hemsley & Aikman, 2021).

For example, if AI tools are not trained on diverse data sets, they may be more likely to target certain groups of people or reinforce existing prejudices.

This could have negative consequences for marginalized groups who are already underrepresented in society.

Another concern is the potential for AI to be used for manipulative or unethical purposes (Du & Li, 2021).

For instance: AI-powered chatbots could be used to spread false information or to promote social issues campaigns that are not actually in the best interests of the target audience.

This could undermine trust in social issues marketing and lead to a backlash against AI more broadly.

Despite these concerns, AI has the potential to revolutionise social issues marketing.

By enabling more targeted and personalised messaging, as well as more accurate measurement of campaign effectiveness, AI can help social issues marketers reach new audiences and achieve greater impact.

The “Let’s Talk” campaign by the UK-based mental health charity, Time to Change, used AI to identify people who were most likely to be struggling with mental health issues and target them with personalised messages and resources to encourage them to seek help (Berger, 2021; Hemsley & Aikman, 2021).

In conclusion, the use of AI in social issues marketing has the potential to be a powerful tool for promoting positive social change.

However, it is important to use AI in a responsible and ethical manner, and to be aware of the potential risks and challenges associated with this technology.

By leveraging the power of AI in combination with human creativity and empathy, social issues marketers can reach new audiences, drive engagement, and create meaningful impact in the world.

Social Media: Moderation & the Role of AI

Social media moderation is an area where AI can be especially useful.

Social media platforms like Facebook, Twitter, and Instagram have faced criticism for allowing hate speech, fake news, and other harmful content to proliferate on their platforms (Del Vicario et al., 2016).

AI-powered tools can help social media platforms detect and remove this type of content more quickly and efficiently (Bardin, 2020).

For example, Facebook uses AI-powered tools to detect and remove hate speech and other harmful content from its platform (Davenport, 2019).

AI can also be used to support disaster response efforts and help people affected by natural disasters.

After Hurricane Harvey in 2017, the American Red Cross used AI-powered tools to analyze social media data and identify people who needed help.

The Red Cross used this information to send aid and resources to people who were affected by the hurricane (Bardin, 2020).

In the healthcare sector, AI can be used to promote healthy behaviors and prevent diseases.

For example, the “Flo” chatbot helps women track their menstrual cycles and provides personalised health advice based on their data (Huang & Benyoucef, 2020).

AI-powered health apps can also analyze data about individuals’ behaviors and habits to provide personalised advice on diet, exercise, and other health-related topics (Hemsley & Aikman, 2021).

Overall, the use of AI in social issues marketing has the potential to be a powerful tool for promoting positive social change.

However, it is important to use AI in a responsible and ethical manner, and to be aware of the potential risks and challenges associated with this technology.

By leveraging the power of AI in combination with human creativity and empathy, social issues marketers can reach new audiences, drive engagement, and create meaningful impact in the world.

One additional point to note is that the use of AI in social issues marketing is still relatively new, and there is much to learn about its potential benefits and drawbacks.

As such, ongoing research and evaluation are essential to ensure that the use of AI in social issues marketing is aligned with ethical and social responsibility considerations (Bardin, 2020).

Additionally, social issues marketers should ensure that they are transparent about their use of AI and that they are communicating with their target audience in a way that is clear and understandable (Hemsley & Aikman, 2021).

Final thoughts

The use of AI in social issues marketing has the potential to be a powerful tool for promoting positive social change.

By enabling more targeted and personalised messaging, as well as more accurate measurement of campaign effectiveness, AI can help social issues marketers reach new audiences and achieve greater impact.

However, it is important to use AI in a responsible and ethical manner, and to be aware of the potential risks and challenges associated with this technology.

By continuing to explore the possibilities of AI in social issues marketing, social issues marketers can create meaningful impact in the world and drive positive social change.

AI – Australian Law & Policy frameworks

Businesses using AI in marketing in Australia need to comply with a range of laws and policies, including those relating to privacy, consumer protection, competition, and electronic communications.

It is important for businesses to stay informed about developments in this area and to seek legal and ethical advice as needed to ensure that their use of AI in marketing is responsible, ethical, and compliant with legal and regulatory requirements.

The use of AI in marketing is a rapidly evolving area, and laws and policies are likely to continue to evolve as well.

As such, it is important for businesses to stay informed about developments in this area and to be prepared to adapt their marketing practices as needed to comply with changing legal and regulatory requirements.

Additionally, businesses should consider adopting ethical frameworks for the use of AI in marketing, such as those developed by industry associations or international organisations, to ensure that their use of AI is aligned with ethical and social responsibility considerations (Australian Human Rights Commission, 2021).

Some of the relevant Australian laws and policies pertaining to the use of artificial intelligence in marketing:

1. Privacy Act 1988 (Cth): This law sets out the requirements for the collection, use, and disclosure of personal information by businesses operating in Australia. It requires businesses to obtain consent from individuals before collecting and using their personal information, and to take reasonable steps to ensure that the information is accurate, up-to-date, and secure.
2. Australian Consumer Law (ACL): The ACL prohibits businesses from engaging in misleading or deceptive conduct in their marketing activities, including the use of AI-powered marketing tools. This means that businesses must ensure that their marketing messages are accurate, truthful, and not likely to mislead or deceive consumers.
3. Office of the Australian Information Commissioner (OAIC) Privacy Guidelines: The OAIC has developed a set of guidelines for businesses on how to comply with the Privacy Act when using artificial intelligence. The guidelines provide advice on issues such as obtaining consent for the use of personal information, ensuring data accuracy, and ensuring that AI algorithms do not unfairly discriminate against certain groups of people.
4. Australian Human Rights Commission (AHRC) Guidelines for the Responsible Use of AI: The AHRC has developed a set of guidelines for businesses on the responsible use of AI. The guidelines provide advice on issues such as transparency, accountability, and human rights considerations when using AI in marketing and other business activities.
5. Competition and Consumer Act 2010 (Cth): This law prohibits businesses from engaging in anti-competitive conduct, including colluding with competitors or engaging in exclusive dealing. AI-powered marketing tools could potentially be used to facilitate anti-competitive conduct, so businesses need to be aware of these risks and ensure that their marketing activities comply with competition law.
6. Spam Act 2003 (Cth): The Spam Act regulates the sending of commercial electronic messages, including emails and SMS messages. Businesses using AI-powered marketing tools to send electronic messages must ensure that they comply with the requirements of the Spam Act, including obtaining consent from recipients before sending messages and providing an opt-out mechanism.

These are just some of the relevant laws and policies that businesses in Australia need to be aware of when using artificial intelligence in marketing. 

Can you think of others that are relevant?