AI Code of Ethics?

 Claire Del Vita

cd750919@ohio.edu

With inevitable improvements in technology, it is inevitable for the ethics of said advancements to be questioned, and Artificial Intelligence is no different. Since it was first introduced in the early 20th century through literary works like the Wizard of Oz and Metropolis, AI has received mixed reviews from the public and scientists/engineers alike. In the United States, whether the development of AI is a good or bad thing remains nearly split down the middle, with 44% saying good and 47% saying bad, according to a PEW research study. Across the globe, this is a shared consensus, with a higher percentage of individuals being in support of AI developments. AI is commonly thought of as being a way to automate many human jobs and make assembly line work more efficient, but in recent years the technology has expanded much farther than that into the world of advertising. 

AI has the capabilities to find out every little detail about you: what you like, who you associate with, what news you read the most, all so that your advertisements can be catered to you. People have been questioning the ethics of the Patriot Act for nearly 20 years. With AI in the picture more are wondering how important it really is to get specific ads if it means a computer knows every move you are making. As the world becomes more digital, more advertisements will be seen online, meaning more AI than ever will be at play. According to a PEW study, over $152 billion in 2020 was put towards digital advertising compared to the $89 billion towards non-digital advertising. This number is only bound to grow. Most advertisers are using AI in this day and age, and if they are not they are sure to soon. 

Image courtesy of Inc. magazine

AI has the ability to grow smarter over time, making it easier for advertisers to really clue in on peoples' needs and desires. Does this than mean we need a code of ethics for AI advertising specifically? How far is too far when it comes to sentient technology? This short film by Omeletto shows the possible consequences of AI becoming too aware and intelligent, could the same fate happen in advertising? Journalists usually follow the SPJ Code of Ethics, Public Relations professionals the PRSA Codes, and advertisers the AMA Codes. While AI advertising could follow the AMA ethical codes, some of these could become outdated with the use of smart technology like like "Seek to protect the private information of customers, employees, and partners" and "Reject manipulations and sales tactics that harm customer trust". With AI being able to store everything in their system, it makes it easier for hackers to obtain sensitive information about anyone in the world. While developers are creating more secure technology, with the continuous self-advancement of AI it is hard to keep up. How AI obtains information could also be consider a manipulation tactic because often times technology users are unaware that their internet footprint is being recorded, although many joke about the FBI agent in their camera listening to everything they say. The quickness of AI technology and its advancements calls for a change, we need a code of ethics that addresses AI advertising specifically so that people are protected.