Ethics & Policy
balancing personalisation with trust — Retail Technology Innovation Hub
Where Personalisation Meets Privacy
Consumers today expect personalisation, but they also value privacy. According to global consumer surveys, while many are open to receiving tailored offers, they’re uncomfortable when brands appear to know too much about them. This paradox – wanting convenience without sacrificing autonomy – presents one of the biggest ethical challenges for AI powered retail marketing.
AI tools often work by collecting and analysing data points like browsing history, purchase behaviour, device usage, and even sentiment analysis from social media. If not handled transparently, these practices can easily breach user expectations, especially if customers aren’t clearly informed about what data is being used and how.
Building Transparent AI Systems
For AI marketing tools to be ethically used in retail, transparency must be at the core. This includes:
● Clear data usage policies: Consumers should be made aware of what data is being collected, how it’s processed, and what outcomes are expected from it.
● Consent first design: Opt-ins should be explicit, with users given the option to control their preferences at every stage.
● Algorithmic accountability: Retailers must understand and audit how AI tools make decisions. This is especially vital when it comes to pricing models or predictive analytics that could unintentionally reinforce bias.
Retailers using AI marketing tools responsibly will not only comply with global privacy standards like GDPR but also build stronger customer loyalty over time.
Avoiding Algorithmic Bias
Another ethical consideration is bias in AI algorithms. Since machine learning systems are only as good as the data they are trained on, flawed or incomplete datasets can lead to skewed results. For example, a promotional engine might offer higher discounts to one demographic while neglecting others, not due to intentional bias, but because of historical data patterns.
Marketers should regularly assess their AI tools for potential bias and work with diverse datasets that reflect the broader population. Partnering with vendors who prioritise ethical AI development is also key.
Real-World Examples of Ethical AI in Action
Several forward-thinking retail brands are setting positive examples:
● Sephora uses AI to offer personalised product recommendations, but always discloses how it uses data, giving customers control over their preferences.
● H&M incorporates AI into its demand forecasting and inventory systems, improving sustainability while avoiding overproduction.
● Nike has developed a mobile app that blends AR, AI, and user feedback to personalise the shopping experience – while maintaining user privacy with clear permission settings.
These brands demonstrate that marketing AI tools don’t have to come at the cost of trust. In fact, when used ethically, they can enhance transparency and drive long-term customer engagement.
The Future: Ethical Guidelines as a Competitive Advantage
As consumers become more digitally aware, ethical marketing isn’t just good practice – it’s a differentiator. Brands that can offer intelligent, AI enhanced experiences without compromising privacy will earn a deeper level of trust.
Looking ahead, ethical AI guidelines will likely become a baseline expectation. Retailers who act now—by building internal policies, auditing their AI systems, and choosing tools that prioritise fairness, will be well positioned to lead the market.
Moreover, as global regulators sharpen their focus on AI, particularly in Europe and North America, early compliance will save retailers from scrambling to retrofit their systems later. It’s not only a question of reputation—but of long-term operational stability.
Choosing the Right Tools: What to Look For
When selecting marketing AI tools, retailers should go beyond surface-level functionality and evaluate how well each platform supports ethical use. Look for:
● Customisable privacy controls for end users
● Audit trails for AI driven decisions
● Support for first-party data collection
● Regular model training updates to reduce outdated bias
● Transparent documentation on how the tool uses machine learning
Platforms that allow marketers to retain control, understand outcomes, and engage customers respectfully will be far more sustainable than “black box” solutions that offer performance without accountability.
For a deeper dive into leading marketing AI tools currently shaping the retail landscape, this resource breaks down features, use cases, and ethical considerations worth knowing.
Conclusion
The intersection of AI and marketing opens exciting new possibilities, but also a responsibility to do better. As retail marketers, it’s tempting to chase performance metrics without stopping to think about how campaigns are built, what data is used, and how it impacts the customer on the other side of the screen.
Balancing personalisation with trust is no longer a nice-to-have. It’s a mandate for the future of ethical, effective marketing. With the right approach, tools, and mindset, retailers can enjoy the best of both worlds: smart automation and loyal customers who feel respected – not tracked.
Ethics & Policy
Experts gather to discuss ethics, AI and the future of publishing
Publishing stands at a pivotal juncture, said Jeremy North, president of Global Book Business at Taylor & Francis Group, addressing delegates at the 3rd International Conference on Publishing Education in Beijing. Digital intelligence is fundamentally transforming the sector — and this revolution will inevitably create “AI winners and losers”.
True winners, he argued, will be those who embrace AI not as a replacement for human insight but as a tool that strengthens publishing’s core mission: connecting people through knowledge. The key is balance, North said, using AI to enhance creativity without diminishing human judgment or critical thinking.
This vision set the tone for the event where the Association for International Publishing Education was officially launched — the world’s first global alliance dedicated to advancing publishing education through international collaboration.
Unveiled at the conference cohosted by the Beijing Institute of Graphic Communication and the Publishers Association of China, the AIPE brings together nearly 50 member organizations with a mission to foster joint research, training, and innovation in publishing education.
Tian Zhongli, president of BIGC, stressed the need to anchor publishing education in ethics and humanistic values and reaffirmed BIGC’s commitment to building a global talent platform through AIPE.
BIGC will deepen academic-industry collaboration through AIPE to provide a premium platform for nurturing high-level, holistic, and internationally competent publishing talent, he added.
Zhang Xin, secretary of the CPC Committee at BIGC, emphasized that AIPE is expected to help globalize Chinese publishing scholarships, contribute new ideas to the industry, and cultivate a new generation of publishing professionals for the digital era.
Themed “Mutual Learning and Cooperation: New Ecology of International Publishing Education in the Digital Intelligence Era”, the conference also tackled a wide range of challenges and opportunities brought on by AI — from ethical concerns and content ownership to protecting human creativity and rethinking publishing values in higher education.
Wu Shulin, president of the Publishers Association of China, cautioned that while AI brings major opportunities, “we must not overlook the ethical and security problems it introduces”.
Catriona Stevenson, deputy CEO of the UK Publishers Association, echoed this sentiment. She highlighted how British publishers are adopting AI to amplify human creativity and productivity, while calling for global cooperation to protect intellectual property and combat AI tool infringement.
The conference aims to explore innovative pathways for the publishing industry and education reform, discuss emerging technological trends, advance higher education philosophies and talent development models, promote global academic exchange and collaboration, and empower knowledge production and dissemination through publishing education in the digital intelligence era.
yangyangs@chinadaily.com.cn
Ethics & Policy
Experts gather to discuss ethics, AI and the future of publishing
Publishing stands at a pivotal juncture, said Jeremy North, president of Global Book Business at Taylor & Francis Group, addressing delegates at the 3rd International Conference on Publishing Education in Beijing. Digital intelligence is fundamentally transforming the sector — and this revolution will inevitably create “AI winners and losers”.
True winners, he argued, will be those who embrace AI not as a replacement for human insight but as a tool that strengthens publishing”s core mission: connecting people through knowledge. The key is balance, North said, using AI to enhance creativity without diminishing human judgment or critical thinking.
This vision set the tone for the event where the Association for International Publishing Education was officially launched — the world’s first global alliance dedicated to advancing publishing education through international collaboration.
Unveiled at the conference cohosted by the Beijing Institute of Graphic Communication and the Publishers Association of China, the AIPE brings together nearly 50 member organizations with a mission to foster joint research, training, and innovation in publishing education.
Tian Zhongli, president of BIGC, stressed the need to anchor publishing education in ethics and humanistic values and reaffirmed BIGC’s commitment to building a global talent platform through AIPE.
BIGC will deepen academic-industry collaboration through AIPE to provide a premium platform for nurturing high-level, holistic, and internationally competent publishing talent, he added.
Zhang Xin, secretary of the CPC Committee at BIGC, emphasized that AIPE is expected to help globalize Chinese publishing scholarships, contribute new ideas to the industry, and cultivate a new generation of publishing professionals for the digital era.
Themed “Mutual Learning and Cooperation: New Ecology of International Publishing Education in the Digital Intelligence Era”, the conference also tackled a wide range of challenges and opportunities brought on by AI — from ethical concerns and content ownership to protecting human creativity and rethinking publishing values in higher education.
Wu Shulin, president of the Publishers Association of China, cautioned that while AI brings major opportunities, “we must not overlook the ethical and security problems it introduces”.
Catriona Stevenson, deputy CEO of the UK Publishers Association, echoed this sentiment. She highlighted how British publishers are adopting AI to amplify human creativity and productivity, while calling for global cooperation to protect intellectual property and combat AI tool infringement.
The conference aims to explore innovative pathways for the publishing industry and education reform, discuss emerging technological trends, advance higher education philosophies and talent development models, promote global academic exchange and collaboration, and empower knowledge production and dissemination through publishing education in the digital intelligence era.
yangyangs@chinadaily.com.cn
Ethics & Policy
Lavender’s Role in Targeting Civilians in Gaza
The world today is war-torn, starting with Russia’s attacks on Ukraine to Israel’s devastation in Palestine and now in Iran, putting the entire West Asia in jeopardy.
The geometrics of war has completely changed, from Blitzkrieg (lightning war) in World War II to the use of sophisticated and technologically driven missiles in these latest armed conflicts. The most recent wars are being driven by use of artificial intelligence (AI) to narrow down potential targets.
There have been multiple evidences which indicate that Israeli forces have deployed novel AI-driven targeting tools in Gaza. One system, nicknamed “Lavender” is an AI-enabled database that assigns risk scores to Gazans based on patterns in their personal data (communication, social connections) to identify “suspected Hamas or Islamic Jihad operatives”. Lavender has flagged up to 37,000 Palestinians as potential targets early in the war.
A second system, “Where is Daddy?”, uses mobile phone location tracking to notify operators when a marked individual is at home. The initial strikes using these automated generated systems targeted individuals in their private homes on the pretext of targeting the terrorists. But innocent women and young children also lost their lives in these attacks. This technology was developed as a replacement of human acumen and strategy to identify and target the suspects.
According to the Humans Rights Watch report (2024), around 70 per cent of people who have lost lives were women and children. The United Nations agency has also verified the details of 8,119 victims killed in Gaza from November 2023 to April 2024. The report showed that 44 per cent of the victims were children and 26 per cent were women. The humans are merely at the mercy of this sophisticated technology that identified the suspected militants and targeted them.
The use of AI-based tools like “Lavender” and “Where’s Daddy?” by Israel in its war against Palestine raises serious questions about the commitment of countries to the international legal framework and the ethics of war. Use of such sophisticated AI targeted tools puts the weaker nations at the dictate of the powerful nations who can use these technologies to inflict suffering for the non-combatants.
The international humanitarian law (IHL) and international human rights law (IHRL) play a critical yet complex role in the context of AI during conflict situations such as the Israel-Palestine Conflict. Such AI-based warfare violates the international legal framework principles of distinction, proportionality and precaution.
The AI systems do not inherently know who is a combatant. Investigations report that Lavender had an error rate on the order of 10 per cent and routinely flagged non-combatants (police, aid workers, people who merely shared a name with militants). The reported practice of pre-authorising dozens of civilian deaths per strike grossly violates the proportionality rule.
An attack is illegal if incidental civilian loss is “excessive” in relation to military gain. For example, one source noted that each kill-list target came with an allowed “collateral damage degree” (often 15–20) regardless of the specific context. Allowing such broad civilian loss per target contradicts IHL’s core balancing test (ICRC Rule 14).
The AI-driven process has eliminated normal safeguards (verification, warnings, retargeting). IHRL continues to apply alongside IHL in armed conflict contexts. In particular, the right to life (ICCPR Article 6) obliges states to prevent arbitrary killing.
The International Court of Justice has held that while the right to life remains in force during war, an “arbitrary deprivation of life” must be assessed by reference to the laws of war. In practice, this means that IHL’s rules become the benchmark for whether killings are lawful.
However, even accepting lex specialis (law overriding general law), the reported AI strikes raise grave human rights concerns especially the Right to Life (ICCPR Art. 6) and Right to Privacy (ICCPR Art. 17).
Ethics of war, called ‘jus in bello’ in the legal parlance, based on the principles of proportionality (anticipated moral cost of war) and differentiation (between combatants and non-combatants) has also been violated. Article 51(5) of Additional Protocol I of the 1977 Geneva Convention said that “an attack is disproportionate, and thus indiscriminate, if it may be expected to cause incidental loss of civilian life, injury to civilians, damage to civilian objects, or a combination thereof, which would be excessive in relation to the concrete and military advantage”.
The Israel Defense Forces have been indiscriminately using AI to target potential targets. These targets though aimed at targeting militants have been extended to the non-military targets also, thus causing casualties to the civilians and non-combatants. Methods used in a war is like a trigger which once warded off is extremely difficult to retract and reconcile. Such unethical action creates more fault lines and any alternate attempt at peace resolution and mediation becomes extremely difficult.
The documented features of systems like Lavender and Where’s Daddy, based on automated kill lists, minimal human oversight, fixed civilian casualty “quotas” and use of imprecise munitions against suspects in homes — appear to contravene the legal and ethical principles.
Unless rigorously constrained, such tools risk turning warfare into arbitrary slaughter of civilians, undermining the core humanitarian goals of IHL and ethics of war. Therefore, it is extremely important to streamline the unregulated use of AI in perpetuating war crimes as it undermines the legal and ethical considerations of humanity at large.
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