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Richard Smith

IBM

Ethical challenges resulting from technological innovation

Neuroscience, PII, cognitive computing, big data, the internet of things, etc. are exciting opportunities for marketers to harness, but also come with great ethical challenges to consider. Some technologies are more advanced (big data) while others are emerging (cognitive), yet for the most part, marketers are only dabbling in it. Why are brand stewards not investing big bucks into these innovations? Is it (a) the cost, (b) ethics, (c) lack of understanding how to use the tech, (d) all of the above or (e) hmmm...I don't know...maybe...or maybe something else. How do we balance the immense opportunity against the high risk that our brand could be tarnished? Is marketing "creepiness" a code word for ethics?

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