Responsible AI-marketing
AI offers marketers new opportunities but also raises ethical, legal, and societal concerns. This project supports SME marketers in applying AI responsibly, with practical tools addressing four key areas: technology, ethics, legislation, and multiple value creation. This strengthens their competitiveness while contributing to a more responsible marketing practice.
Objective
The ambition is to encourage marketing professionals in SMEs to move from a purely functional use of AI focused on financial gain toward a more conscious and responsible application. This includes considering the interests of customers, the organization, and society. This enables SMEs to remain competitive while creating value that meets societal, customer, and legal expectations.
Results
- Insight into needs, boundaries, and challenges related to AI in SME marketing
- Practical toolkit for responsible AI use (technology, ethics, legislation, value creation)
- Competency profile for (future) marketing professionals
Impact in education
This project strengthens both marketing education and professional practice. Insights from interviews, focus groups, and real-world validation are translated into a competency profile and practical toolkit that support (future) marketing professionals in using AI responsibly. The toolkit helps SME marketers navigate technological, ethical, legal, and societal considerations in their daily work. In doing so, the project contributes to future-proof education and a professional practice in which AI is applied in ways that create value for customers, organizations, and society.
Duration
01 July 2025 - 01 July 2027
Cofinancing
SIA RAAK (RAAK.MKB21.025)
Approach
The project combines expert interviews, focus groups, and real-world validation to explore needs, dilemmas, and boundaries of AI use in SME marketing, resulting in a practical, tested toolkit that supports responsible AI use in daily marketing practice.
