Abstract
Objective: With the rapid growth of intelligent tools in marketing processes, artificial intelligence (AI) has emerged as a key component of digital transformation. However, alongside its potential benefits, the adoption of this technology also entails various challenges and negative consequences that are often overlooked. This study aims to identify and analyze the negative implications of AI usage in digital marketing and provide a comprehensive framework to support decision-making.
Method: This research employed a mixed-methods approach, integrating both qualitative and quantitative strategies. In the qualitative phase, data were collected through semi-structured interviews with experts in digital marketing and information technology, and analyzed using thematic analysis, resulting in the identification of 9 main themes and 45 sub-themes. In the quantitative phase, the FUCOM (Full Consistency Method) was applied to weigh and prioritize the main themes based on expert judgments.
Findings: The identified negative implications include violation of privacy and data security, reduced human interaction, diminished customer trust, high implementation and maintenance costs, monopolistic tendencies, technological dependency, and a decline in marketing innovation. Among these, “violation of privacy”, “difficulty in maintaining and enhancing customer trust,” and “high implementation costs” ranked as the most critical challenges.
Conclusion: The findings indicate that if ethical, technical, and human considerations are neglected, the use of AI in digital marketing may lead to structural and behavioral damage within businesses. Establishing clear guidelines, maintaining a balance between automation and human interaction, and enhancing digital competencies across the organization can support more responsible and effective use of this technology.