Rethinking Ethics in Brand Communication: AI for Sustainable Consumption

Abstract

Artificial Intelligence has brought changes in some new Directions for brand Communication, while also triggering various Ethical Problems linked with Green Consumption. Using the latest precision of behavioural advertising and persuasion optimisation technologies to build asymmetric Power Relationships among Brands and Consumers, which were inadequately covered by previous ethical standards. Examine three main ethical conflicts caused by AI-based brand communication: The algorithm has manipulated consumer autonomy; There is an inadequacy in the data-consent system; Systematically promotes unceasing consumption. Drawing on data from the United Nations Environment Programme, the Global Web Index, etc., as well as Freeman's stakeholder theory, Belk's extended self-theory, and the UN Sustainable Development Goals framework. The three-level ethical governance System is introduced to Brands, Platforms and policy makers who want to align with sustainable consumption's Values Through artificial Intelligence-Powered Communication.