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Co-funded by the European Union. Views and opinions expressed are however those of the author or authors only and do not necessarily reflect those of the European Union or the Foundation for the Development of the Education System. Neither the European Union nor the entity providing the grant can be held responsible for them.

Artificial Intelligence is transforming how companies connect with customers, create content, and make strategic decisions. In marketing and sales, AI tools are used to personalise user experiences, predict customer behaviour, generate content, and even replace human agents in customer support.

But with these innovations come important questions: How can we ensure AI-driven marketing is fair and inclusive? What happens when recommendations create information bubbles? How do we balance automation with human oversight?

This section explores the real-world uses and ethical challenges of AI in marketing and sales, offering practical, ready-to-use resources for both teaching and learning.

You'll find:

Case studies

on personalisation, content creation, and chatbot use

Scenario-based exercises

and demos on AI bias and transparency

Interactive tools

that help learners evaluate and build fair, responsible AI solutions

These resources are designed to give students hands-on experience with the tools shaping the future of digital marketing—while making sure ethics are never left behind.

OER Content

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