AI赋能下数字化营销技术的伦理调节机制研究

Research on the Ethical Regulation Mechanism of Digital Marketing Technology Empowered by AI

摘要: 在人工智能深度融入数字化营销的背景下，AI营销技术已从效率工具转变为影响消费者认知与伦理判断的重要力量。现有研究多侧重外部规制，缺少对AI内在伦理调节机制的系统阐释。本文基于技术调解理论，从知觉、行动与道德判断三个维度，系统剖析AI赋能数字化营销技术对消费者伦理决策的调节机理。研究发现，相关技术通过重构价值认知、引导消费行为与异化道德判断，形成了全流程、系统性与深层次的伦理干预。这种干预在提升个性化服务效率与营销精准度的同时，也带来了消费者自主性侵蚀、隐私边界侵犯、算法歧视蔓延与公平交易失衡等多重风险。生成式AI的普及更使得虚假内容、版权模糊与责任悬空等新型伦理挑战持续加剧。据此，本文构建了全周期伦理嵌入的技术设计路径，并提出法律规制、行业自律与消费者教育多元协同、闭环治理的框架，旨在为数字化营销的健康发展提供理论参考与实践指引。

Abstract: With the deep integration of artificial intelligence into digital marketing, AI marketing technology has transformed from an efficiency tool to an important force that influences consumer cognition and ethical judgment. Existing research mostly focuses on external regulations and lacks a systematic explanation of the internal ethical regulatory mechanisms of AI. This article is based on the theory of technological mediation, and systematically analyzes the regulatory mechanism of AI enabled digital marketing technology on consumer ethical decision-making from three dimensions: perception, action, and moral judgment. Research has found that relevant technologies have formed a full process, systematic, and deep level ethical intervention by reconstructing value cognition, guiding consumer behavior, and alienating moral judgments. This intervention not only improves the efficiency of personalized services and marketing precision, but also brings multiple risks such as erosion of consumer autonomy, invasion of privacy boundaries, spread of algorithmic discrimination, and imbalance of fair trade. The popularization of generative AI has further exacerbated new ethical challenges such as false content, copyright ambiguity, and liability suspension. Based on this, this article constructs a technical design path for full cycle ethical embedding, and proposes a framework for diversified collaboration and closed-loop governance of legal regulation, industry self-discipline, and consumer education, aiming to provide theoretical reference and practical guidance for the healthy development of digital marketing.