2025, Vol. 6, Special Issue 2
AI-enabled ethical consumerism in modern brand strategies
Author(s): Krishna Kishore K, Mounika K, Hruday Babu MRCV and Gokul Sai G
Abstract: Artificial intelligence (AI) plays a crucial role in shaping how consumers engage with brands by offering personalized recommendations in today’s quickly changing marketplace. But conventional recommendation systems frequently ignore the ethical risks of their recommendations Which can cause issue like data misuse, privacy issues with data and unfair brand portrayal. Concerns regarding consumer autonomy, and privacy, have been raised by the current AI- driven marketing strategies for ethical issues. In order to solve these problems, this paper suggests an AI-powered solution that preserves brand marketing personalization and ethical consumer engagement. We introduce the Ethical Consumer-Aware Recommendation Algorithm (ECARA), which combines ethical factors such as diversity, sustainability, and fairness with the collaborative filtering strengths of Light FM. This algorithm operates in three phases: (a) Relevance Scoring, where Light FM assesses brand relevance based on past user-brand interactions; (b) Ethical Alignment, which evaluates how well brand characteristics like sustainability or being women-led align with user preferences; and (c) Diversity Boost, which reduces the visibility of well-known brands to provide a wider variety of choices. With ECARA, consumer values are ethically met while recommendations are tailored through the integration of all the constituents into a hybrid recommendation score, which nurtures responsible marketing. The consumers are able to foster ethical and sustainable brands by making value-based decisions, while, on the other side, companies can trust engage and develop brand loyalty through ethical AI strategies. With the implementation of ECARA, there have been marked changes in consumer behavior and brand performance; 80 percent of users feel greater satisfaction when their recommendations reflect their values. Integration of ECARA led to a 25 percent increase in consumer trust and engagement. Moreover, there was an increase of 15 percent in exposed opportunities for underrepresented brands due to diversity. Ethical brands who prioritized sustainable and fair marketing strategies saw a 20 percent increase in brand loyalty and 18 percent higher sales.
Pages: 345-349 | Views: 24 | Downloads: 6
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How to cite this article:
Krishna Kishore K, Mounika K, Hruday Babu MRCV, Gokul Sai G. AI-enabled ethical consumerism in modern brand strategies. Asian J Manage Commerce 2025;6(2S):345-349.
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