As digital agencies begin integrating AI into marketing workflows, ethical considerations come into focus. AI offers significant benefits, including efficiency, personalisation, and scalability. But as AI usage gains traction, so do the questions surrounding data protection, transparency, and bias. These concerns are valid and demand a proactive approach to ethical AI in marketing when working with high-ticket clients. 

1.  Client data protection must come first 

The question of how to implement ethical AI practices in digital marketing is prevalent. With various AI-driven marketing techniques surfacing, the role of client data protection presents a double-edged sword. While data is invaluable for enhancing the user experience, aligning content with intent, and driving more profitable outcomes, how it is collected and used can raise concerns. Clients now expect greater clarity and control over how marketers handle their data.

If mismanaged, AI tools can inadvertently endanger sensitive data. As agencies, we need to ensure that client data is protected. Many AI tools, particularly those offered on lower-tier or free plans, have access to the data clients provide and may use that data to train their models, which can present significant ethical and legal risks. As Lauren from Mongoose Media highlights, “AI is here to stay. It’s not going anywhere, but now we need to dive into the ethical considerations.”

Watch the full discussion on YouTube, where Lauren shares her insights on balancing AI power with ethical responsibility in digital marketing. 

To mitigate risks, it’s essential to communicate client data usage and put agreements such as AI usage policies in place. Regularly update privacy policies to disclose how your agency uses data and whether third-party AI tools will have access to that data. If your clients aren’t proactive in updating their privacy policies, remind them of the potential exposure they face. “You need to audit your site if you’re using the term ‘AI-enabled’ because if you don’t, you’re opening yourself up to legislative vulnerability,” says Lauren.

2.  Do your research before using AI tools 

With countless AI tools available, selecting the right one is crucial in ensuring that you aren’t inadvertently exposing your agency and clients to risk. By thoroughly researching and evaluating the tools you’re considering, you can avoid selecting solutions that fail to meet the privacy and compliance standards in today’s regulatory environment. As Lauren puts it, “When you’re evaluating AI tools, you need to ask: Where is the data stored? How do they use it for training? And, can you get it removed?”

In a study by Deloitte, they report that in 2024, 48% of their survey respondents experienced at least one kind of security incident in the past year (up from 34% in 2023).

Agencies should only use AI tools with clear, transparent data usage policies. Ensure these tools comply with local laws and industry regulations, particularly those related to data privacy like GDPR or the Australian Privacy Principles (APPs). 

3.  Prioritise careful human oversight of all AI-driven content 

AI is a powerful tool for content creation, from ad copy to social media posts and blog articles. But even the most advanced AI models aren’t perfect. AI-generated content can suffer from “hallucination,” where the tool may produce factual inaccuracies or inconsistencies. Without oversight, the result may be subpar, failing to represent your client’s voice.

At Mongoose Media, as well as Globital, they emphasise the importance of human quality control, with Lauren saying, “AI should never fully replace the human touch. For content that requires a unique voice or sensitive topics, human intervention is a critical safeguard against biases and inaccuracies.”

Every AI-generated piece of content should undergo a human review process to ensure it aligns with the client’s expectations and brand guidelines. This layer of oversight is especially critical when creating content on sensitive topics, as AI may not always understand the emotional nuance needed. Quality control is vital to safeguard your client’s reputation and maintain message authenticity.

4.  Get familiar with how AI can promote bias 

AI is only as good as the data it’s trained on, and biased data can lead to biased AI outputs. AI tools can inadvertently promote demographic or racial biases, resulting in discriminatory targeting or exclusion of various groups.

Lauren discusses how AI targeting in Meta ads can favour older demographics, saying, “The algorithmically driven AI gives bias towards older demographics. If you have a product or service that performs better with a younger audience, you need to be able to override these biases.”

As AI technologies become increasingly embedded in platforms like Meta, marketers must take responsibility to ensure fair and accurate targeting. Be proactive in adjusting AI-driven targeting parameters to align with your business goals and ensure fair representation for all audiences. You may also need to educate your clients on these biases and help them navigate them effectively.

Research by USC’s Viterbi School of Engineering team found that up to 38.6% of data used in AI systems can be biased, in categories including religion, gender, race, and profession.

5.  Remain transparent when creating AI-powered content 

Transparency is vital when using AI-assisted content creation. Clients need to understand when and how AI is being used, particularly in areas such as ad copy, social media content, and blog posts. By disclosing the role of AI in content generation, agencies can build trust with their clients and avoid potential misunderstandings.

Lauren explains, “Transparency is key when using AI in marketing. We must disclose AI assistance to our clients, especially regarding content creation, so they are fully aware.” Because AI is still relatively new, this is especially important as many clients may not be fully aware of how AI tools operate.

A proactive approach involves informing your clients during the onboarding process and throughout the content creation journey. Share how your agency uses AI to assist in generating or refining content. But emphasise that the final product still undergoes human review and adjustments to ensure quality and brand alignment so that clients feel involved and reassured throughout the process.

If you’re looking to integrate AI solutions into your agency’s offerings or need guidance on how to implement ethical AI practices in digital marketing, book a call with us today for white-label AI consulting. We can help you navigate the complexities of AI and ensure your agency is ready to take advantage of this powerful tool responsibly.