Title: AI in marketing: strengthening business continuity by navigating security, privacy, and trust amid behavioural, ethical, and technological challenges

Authors: Rakesh Kumar; V.S. Damodharan; Satyajit Pattnaik; Girija Nandini; Bijay Kumar Paikaray

Addresses: Department of Management Studies, Graphic Era Deemed to be University, Dehradun, 248002, India ' Department Chair Business, Abu Dhabi Vocational Education and Training Institute, Abu Dhabi, UAE ' Cyber Security and Cyber Defence, Faculty of Engineering and Technology, Sri Sri University, Cuttack, Odisha, India ' Department of ECE, Centurion University of Technology and Management, Odisha, India ' Centre for Data Science, Department of Computer Science and Engineering, Siksha 'O' Anusandhan (Deemed to be) University, Odisha, India

Abstract: The aim of this study is to address the artificial intelligence (AI) issues in marketing research. This study conducted a comprehensive analysis of this issue using AI tools. AI can address ethical concerns, lack of regulation, and fear of duplication. It can connect marketing, customers, and the organisation's ecosystem, promoting transparent communication and a positive organisational environment. Advanced tools like ChatGPT, chatbots, power BI, and excel can provide more accurate and efficient data collection, analysis, and prediction. However, issues like data theft, compromised accuracy, and lack of awareness about AI tools in marketing research remain continue. The study identified several challenges related to security, trust, privacy, etc. The study highlights the potential of using AI tools in marketing research in the future. The study recommended effective tools to address these issues. AI-driven marketing algorithms can improve effectiveness of behavioural and culture dilemmas and potentially changing society. The study examined the background of AI in marketing research as well as issues related to security, privacy, trust, and ethics. The study delves into how AI can be more effective in marketing research.

Keywords: artificial intelligence; AI; security; privacy; trust; marketing research; business; virtual; ethical.

DOI: 10.1504/IJBCRM.2025.150165

International Journal of Business Continuity and Risk Management, 2025 Vol.15 No.4, pp.373 - 390

Received: 05 Oct 2024
Accepted: 17 Mar 2025
Published online: 02 Dec 2025 *

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