Navigating the future of AI in marketing: AI integration across borders, ethical considerations, and policy implications

The superior computing power of modern technologies, combined with their ability to provide insights through analytics on rich data sets, is helping companies enhance performance across all areas. Consequently, companies are increasingly deploying Artificial Intelligence (AI) to synchronise, reshape, and restructure their resources to achieve business objectives and enhance customer engagement in marketing efforts. AI facilitates marketing strategies by delivering personalised experiences to both local and international customers. However, the rapid pace of innovation in AI and the absence of comprehensive regulatory frameworks pose concerns. These gaps make it challenging for companies to ensure that their AI applications are compliant and safeguard stakeholder interests. Therefore, transitioning into the AI domain carries risks for companies aiming to maintain an ethical and responsible image. To mitigate these risks, integrating responsible AI usage into corporate policies can serve as a critical first step for companies.