Ethique de l’intelligence artificielle en marketing digital : vers un modèle conceptuel de la confiance des consommateurs au Maroc

Mohammed MOUJAD; Samira KAMAL

Ethics of Artificial Intelligence in Digital Marketing: Towards a Conceptual Model of Consumer Trust in Morocco

Authors

Mohammed MOUJAD Polydisciplinary Faculty of KHOURIBGA Sultan Moulay Slimane University, Beni Mellal, Morocco
Samira KAMAL Polydisciplinary Faculty of KHOURIBGA Sultan Moulay Slimane University, Beni Mellal, Morocco

Keywords:

Artificial intelligence, digital marketing, ethics, consumer trust

Abstract

This study aims to examine, through a narrative literature review, how current research addresses the impact of ethical practices on consumer trust and loyalty, with a specific focus on the Moroccan context. The objective is to identify the various dimensions involved in building a trust-based relationship between businesses and their consumers.
Findings show that these dimensions influence trust and, consequently, the acceptance of AI technologies in marketing practices. Based on these insights, the article proposes a conceptual model and highlights the importance of adopting a theoretical framework adapted to the realities of emerging markets. It concludes by emphasizing the need to implement ethical practices to build trust and foster the sustainable adoption of artificial intelligence.

JEL Classification : M31, M14, O33, D83

Paper Type : Theoretical Research