Key Findings
The survey uncovered several alarming trends:
- Satisfaction Crisis: Marketers gave their ethical AI approaches a Net Promoter Score of -26, with 48% rating themselves as detractors. Even those implementing ethical measures recognize significant inadequacies.
- Training Gap: While 81% of marketing professionals rate themselves as advanced AI users, only 50% of organizations have implemented employee training on ethical AI principles.
- Transparency Theater: 90% of marketers claim some level of transparency about AI usage, 43% are "very transparent" with full disclosure. Nearly half (47%) provide only general information without specificity.
- Insufficient Oversight: Only 39% of organizations conduct regular audits for bias and fairness, despite 58% using computer vision technologies for targeting and analysis.
Current State of AI Adoption
The survey found AI technologies are deeply embedded in marketing operations:
- 58% use computer vision for image recognition and video analysis
- 51% use generative AI for content creation and design
- 33% use AI for content creation and optimization
- 28% focus on data analysis and insights
Four Critical Gaps Identified
The research identified four critical gaps:
- High Technical Proficiency Without Ethical Awareness
- Transparency in Name Only
- Adoption Outpacing Ethics
- The Trust Deficit
SMA Marketing's analysis points to several immediate action steps for marketing leaders:
- Close the training gap by implementing mandatory ethical AI training
- Move beyond "transparency theater" to specific disclosure practices
- Establish dedicated oversight with clear accountability
- Implement regular bias audits, particularly for AI systems involved in targeting
- Conduct honest audits of current practices against transparency claims
"Organizations that build real ethical AI practices will gain a significant advantage," added Ryan Shelley. "With the demand for transparency, trust is becoming the ultimate differentiator in marketing."
About the Survey
The State of Ethical AI in Marketing survey was conducted in 2025 and included responses from 100 marketing professionals across various industries and organization sizes.
Find complete survey findings and analysis: https://www.smamarketing.net/research/ethical-ai-in-marketing-survey.
About SMA Marketing
SMA Marketing specializes in both SEO and GEO, ensuring brands remain visible across AI-driven search environments. The company's framework aligns content with search algorithms and language models, helping organizations stay competitive and discoverable in an AI-first world.
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Source: SMA Marketing
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