Limits and Risks: The Dark Side of AI and Ethical Quandaries in Developing Marketing Stories
in: Developing Narrative Advertising and Marketing Discourse in the AI Era, IGI Global, pp.249-276, 2026
- Publication Type: Book Chapter / Chapter Research Book
- Publication Date: 2026
- Doi Number: 10.4018/979-8-3373-5666-2.ch009
- Publisher: IGI Global
- Page Numbers: pp.249-276
- Ondokuz Mayıs University Affiliated: Yes
Abstract
Artificial intelligence (AI) technologies are also considered a communication and meaning- making practice that transforms the structure of the narrative relationship that brands establish with consumers. AI systems, which offer personalized stories to consumers, are expanding the scale of marketing narratives. This comprehensive process carries risks, including ethical violations, algorithmic bias, and implicit forms of manipulation. This research critically analyzes AI- powered marketing narratives from the perspective of meaning- making and discursive persuasion. The research adopts a qualitative and theoretical approach and utilizes narratology and digital marketing literature to analyze the impact of AI- powered narratives on brand discourse, consumer persuasion, and perception. The study reveals that AI plays a pioneering role in marketing communication, at the levels of narrative epistemology and ethical responsibility. The study presents an approach that centers narrative responsibility for ethical and sustainable AI- based brand communication.