Virtuous brand machines: A theoretical exploration
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Authors
Ibrahim, Khaled
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2025-07
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Conference Contribution - Paper in Published Proceedings
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Keyword
AI in marketing
AI ethics
branding
algorithmic bias
ethical consumption
business ethics
AI ethics
branding
algorithmic bias
ethical consumption
business ethics
ANZSRC Field of Research Code (2020)
Citation
Ibrahim, K. (2025). Virtuous brand machines: A theoretical exploration. In Shaalan, A., McCabe, S., & Kerrigan, F. (Ed.), 29th International Conference on Corporate and Marketing Communications 2025,29, 75-80
https://hdl.handle.net/10652/7193
Abstract
In the current era, artificial intelligence (AI) performs numerous tasks without human supervision. Firms utilise AI to automate customer communication to respond to their favour (e.g. repeat purchase; positive eWOM). This programmatic branding is efficient in achieving marketing outcomes like improved brand equity and market share. However, firms may be confronted with moral issues when the algorithms behind the automation fail to factor in the ethical standard of the marketplace. Human intervention is essential to teach brand machines to behave according to human morals. The integration between AI and ethical branding is undeveloped in the literature despite the increasing number of AI-activated brands. Consequently, this paper explores the recent development of AI and its application in corporate branding by applying virtue ethics, business ethics, and human-like brand theory as an initial theoretical framework to introduce the concept of virtuous brand machines.
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International Conference on Corporate and Marketing Communication
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