Análisis de la Etica en el uso de la Inteligencia Artificial y su influencia en el Marketplace de Facebook.

Abstract

Technological advancements have brought challenges to the use of artificial intelligence systems—tools developed by humans to facilitate the ability to create professional content in various fields. This prompts reflection on their ethical use and how they have influenced the decisions of social media users by revealing consumption habits and behaviors. This necessitates questioning the autonomy, privacy, fairness, and transparency of digital marketing campaigns that utilize artificial intelligence. The most widely accepted definition comes from Marvin Minsky, founder, in 1957, of the Artificial Intelligence Laboratory at the Massachusetts Institute of Technology (MIT). For him, “artificial intelligence is the science of making machines do things that would require intelligence if done by humans.” The notion of “Artificial Intelligence” (AI), while subject to constant redefinitions and evolution with technological advancements, finds one of its most seminal, concise, and compelling formulations in Marvin Minsky's proposal. Minsky, a central figure in the field, is recognized for having founded, in 1957, the Artificial Intelligence Laboratory at the prestigious Massachusetts Institute of Technology (MIT). This definition transcends mere computing power or large-scale data processing; it focuses on the emulation of cognitive abilities. It implies the creation of systems capable of perceiving, reasoning, learning, solving problems, and making decisions in a way that mimics—or even surpasses in certain aspects—human thought. In the context of its time, this perspective opened the door to research in areas such as natural language processing, computer vision, robotics, and machine learning, laying the groundwork for the massive development the field would experience decades later. Minsky's definition emphasizes that AI seeks the creation of artifacts that exhibit intelligent behavior, regardless of the biological or electronic nature of their substrate. This essay seeks to analyze the appropriate use of Artificial Intelligence (AI) in digital marketing on Facebook Marketplace, thereby gaining a deeper understanding of how this increases the challenge for organizations and marketing professionals. This analysis considers the types of systems geared towards achieving business objectives and building authentic and transparent relationships with consumers. Through a more comprehensive view of digital markets, the essay examines how customers are informed and persuaded, as well as the expansion and projection of brands within digital platforms focused on the production and consumption of digital marketing. Within this digital ecosystem, the essay aims to interpret how users develop and implement digital narratives to offer their products and services through this social network and how this relates to the end user.