AI transparency to elevate ethical personalized marketing

: a study in vineyard management

Abstract

This research has sought to identify the role of AI transparency in driving ethical personalized marketing within vineyard management, considering its effect on consumer trust and business performance. The research identifies key mechanisms through which transparency supports ethical practices, involving: clear communication strategies, explainability for gaining trust, and transparent data utilization. By placing a strategic focus on the unique relational dynamics of the wine industry, this research enhances current literature on the challenges and opportunities that the integration of AI-driven marketing faces within an industry so deeply rooted in tradition and emotional connections. The research design proposed for this study relies on qualitative methodology, deploying data analysis using the Gioia methodology. Findings show that AI transparency promotes trust through ethical storytelling, data practices compliant with the GDPR, and explainable dashboards that align with brand authenticity and consumers' expectations. Findings also identify major challenges relating to resistance to change, resource limitations, and cultural barriers, underscoring the complexity of AI adoption in vineyard marketing. The results demonstrate that AI transparency is a critical driver of consumer trust, and leads to increased brand loyalty, improving at the same time business outcomes and the ethical standing of the organization. Managerial implications include the adoption of phased AI strategies to reduce resistance, integration of ethical guidelines, and leveraging transparency as a strategic advantage. Overall, this research contributes to the field of ethics of AI in business, by underscoring the importance of balancing innovation with tradition, thus yielding responsible implementation of AI-driven marketing in authenticitysalient industries.

Date of Award	11 Feb 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Rosa Fioravante (Supervisor)