Path of Science: International Electronic Scientific Journal

This article examines the ethical aspects of using artificial intelligence (AI) in the creation and promotion of advertising content, drawing on the campaigns of Coca-Cola and Pepsi. This study aims to analyse the characteristics of the application of generative technologies in marketing communications and to determine their impact on audience perceptions of brands. Contemporary approaches to the ethics of digital technologies, the ethics of advertising personalisation, and the responsible use of data provide the theoretical basis of the study. The study employs content analysis of media materials, comparative analysis of advertising case studies, and synthesis of academic and practical sources. The empirical basis consists of media publications and analytical materials dedicated to the use of AI in the advertising campaigns of global brands.

The research findings show that the use of generative AI significantly increases the speed and efficiency of creating advertising content, yet is accompanied by several ethical challenges. These include issues of personal data privacy, risks of manipulative influence through hyper-personalisation, lack of transparency in algorithms, intellectual property issues, and a potential reduction in the emotional expressiveness and creativity of content. A comparison of the Coca-Cola and Pepsi case studies demonstrates two distinct strategic approaches: a technology-driven approach using AI and a traditional storytelling approach emphasising the human factor.

The conclusions emphasise that the effectiveness of AI in advertising depends not only on technological capabilities but also on how well ethical principles and audience expectations are taken into account. The practical significance of the study lies in the potential to apply its findings across digital marketing, brand management, and the development of communication strategies. Prospects for further research include assessing the long-term impact of AI on consumer behaviour and developing ethical criteria for AI advertising.

artificial intelligence; marketing; ethical aspects; personalisation

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