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Privacy Matters: Espousing Blockchain and Artificial Intelligence (AI) for Consumer Data Protection on E-Commerce Platforms in Ethical Marketing

Privacy Matters: Espousing Blockchain and Artificial Intelligence (AI) for Consumer Data Protection on E-Commerce Platforms in Ethical Marketing

Bhupinder Singh (Sharda University, India), Vishal Jain (Sharda University, India), Christian Kaunert (Dublin City University, Ireland), Pushan Kumar Dutta (Amity University, Kolkata, India), and Gursahib Singh (K.R. Mangalam World School, Greater Noida, India)
Copyright: © 2024 |Pages: 18
DOI: 10.4018/979-8-3693-2215-4.ch015
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Abstract

The proliferation of e-commerce platforms has provided customers with a level of convenience never seen before, but it also raises serious questions about how sensitive consumer data is protected. This chapter explores the complex interplay between two emerging technologies, AI and blockchain, with the goal of strengthening consumer data protection on e-commerce platforms. It examines innovative and forward-thinking solutions that handle the complexities of data governance as well as the changing legal aspects of the e-commerce industry by exposing the numerous difficulties and challenges that occur in this confluence. The protection of consumer data is one of the biggest issues facing e-commerce. The combination of blockchain technology and artificial intelligence (AI) acts as a lighthouse, pointing the way for the e-commerce sector toward a more transparent, safe, and morally upright future.
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Introduction

A new era in consumer data protection has been brought about by the combination of blockchain technology and artificial intelligence (AI), particularly in the context of e-commerce platforms. This study examines the complex interrelationships of privacy, blockchain, and artificial intelligence with a particular emphasis on moral marketing. The paper explores the difficulties, concerns, and legal aspects related to the use of customer data in e-commerce and offers tactical approaches for efficient data governance. It is essential to comprehend these complex problems in order to develop practical solutions that go beyond the traditional paradigms of data protection. With its reputation for being decentralized and impervious to tampering, blockchain offers a strong answer to the problems associated with data transparency and integrity.

AI offers real-time threat detection and prevention capabilities through predictive security techniques. These technologies' synergistic integration has the potential to completely transform how customer data is managed on e-commerce platforms and offer a strong barrier against constantly changing privacy concerns. The legal aspects of consumer data protection call for a proactive and flexible strategy. Blockchain-enabled transparent auditing guarantees adherence to data protection laws by offering a verifiable record of data exchanges (Girasa, 2020). When given that regulatory frameworks are always evolving, it is imperative that organizations adopt an adaptive compliance strategy to ensure that they are compliant with the law and uphold ethical standards.

The paper describes standards and interoperability techniques to guarantee the smooth integration of AI and blockchain on various e-commerce platforms. Future plans will prioritize ethical issues and stress the need of responsible innovation. With the goal of creating an e-commerce environment that is dependable and trustworthy, these initiatives envision a time when digital transactions are not only safe but also morally regulated. Blockchain and AI together have great potential to strengthen customer data privacy on e-commerce platforms (Tomazevic et al., 2023). Businesses should proactively design a future where privacy is not simply a compliance obligation but a key component of ethical and innovative digital commerce by recognizing and solving the underlying concerns and obstacles.

Historical Context

The consumer data is being collected, processed, and used at an unprecedented rate due to the quick rise of e-commerce. In order to protect consumer privacy and trust in the digital era, ethical marketing methods are essential (Aaronson, 2022). AI and blockchain come to light as potential technology to deal with these issues. The need for improved privacy and security is urgent, especially when it comes to people's personal information, as seen by the recent spikes in security breaches and digital surveillance. Prospects for improving data privacy include advances in cybersecurity and impending legislation. Through decentralized identification and other privacy characteristics, blockchain and distributed ledger technologies provide novel ways to protect user data. Thanks to these technologies, people now have more ownership and control over their data (Mahankali, 2019). Also, artificial intelligence provides new ways to support user and system security, enhance data repositories, and ease the creation of better analytical models.

The ethical issues surrounding data privacy in digital marketing are related to the standards and policies that regulate the collection, use, and disclosure of customer information. This means adhering to the requirements specified by data protection regulations and using the best practices to preserve client privacy (Hodson, 2019). The neglecting to protect consumer privacy can have serious consequences for organizations and consumers alike. Therefore, it is imperative that businesses incorporate ethical data practices into their digital marketing plans.

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