作　者：杨先顺 李婷
关键词：智能广告；技术伦理学；伦理风险；伦理价值；伦理治理
摘　要：

随着人工智能技术在广告领域的广泛应用，智能广告中技术应用引发伦理风 险的问题逐渐成为焦点。从技术伦理学视角来看，目前智能广告中主要存在两类伦理风险： 一是基于多端数据挖掘产生的消费者隐私侵犯、信息价值侵害和创意知识产权侵犯，二是基于深度学习算法产生的广告运作壁垒、消费者阶层分化和消费异化。智能广告中技术伦理风险的治理应先从观念化价值、经验化价值以及技术化价值三个方面建立治理原则，再从智能广告的设计、测试、应用、复盘四个环节制定治理策略，即伦理嵌入、伦理评估、伦理调适和伦理确认，以期规避和约束智能广告中的技术伦理风险。

 

A New Exploration on the Risk Management Of Technology Ethics in Intelligent Advertising

Yang Xianshun（Jinan University）

Li Ting（Shenzhen Qicai Innovation E-commerce Company Ltd）

Abstract With the wide application of artificial intelligence in the field of advertising, the problem of ethical risk caused by the technology in intelligent advertising has gradually become the focus. From the perspective of technology ethics, there are mainly two types of ethical risks in intelligent advertising: one is based on multi-end data mining, which will lead to consumer privacy infringement, information value infringement and creative intellectual property infringement; the other is based on deep learning algorithms which will result in barriers of advertising operation, consumer class differentiation and consumption alienation. With regard to the governance of ethical risks in intelligent advertising, principles should be first established from the three aspects of conceptual value, empirical value and technical value, and then subsequent strategies should be developed in terms of the four links of design, testing, application, and review in intelligent advertising, namely ethical embedding, ethical assessment, ethical adjustment, and ethical confirmation, so as to avoid and restrain the technology ethical risks in intelligent advertising.

Key words intelligent advertising; technology ethics; ethical risk; ethical value; ethical governance

 

■作者简介 杨先顺，哲学博士，暨南大学新闻与传播学院教授、博士生导师，暨南大学传播与国家治理研究院院长；广东 广州 510006；李婷，深圳市七彩创新电子商务有限公司，TikTok 海外直播项目合伙人；广东 深圳 518100。

[PDF]（下载数：）