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Ethical AI & Machine Learning

Episode 46 | Sep. 12, 2022

In this episode, Gaia and Andreah discuss how marketers should approach ethical AI and machine learning with Merkle’s Shirli Zelcer, Global Head of Analytics and Kirt Morris, Global Chief Equity Officer.

Highlights include:

  • How have AI and machine learning changed over the years?
  • What are the top AI applications in marketing?
  • Why is transparency so important?
  • Who decides what is ethical AI in today’s market?
  • What does responsible AI legislation look like in 2022?
  • Why should businesses be assessing their marketing programs and conducting audits on how AI and machine learning inform decision-making?


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Episode Details


Manager, Customer Strategy
SEO Associate Director


Global Analytics Lead, Merkle
Global Chief Diversity, Equity & Inclusion Officer

Episode Notes

Merkle experts Shirli Zelcer and Kirt Morris dive into the basics of marketing with AI and machine learning. Listen in to learn how organizations can build an ethical approach to AI. 


  • Ethical AI complies with well-defined fundamental values such as individual rights, privacy, and nondiscrimination.
  • The goal of ethical AI application is to increase transparency and help clients make better-informed and fair decisions.
  • Consumers are becoming savvier with how data is used and what fair representation looks like.
  • Humans build AI, and humans have unconscious biases.
  • Brands have an opportunity to shape ethical AI today with fair and bias-checked approaches.

Episode Video