The Application of the Principles of Responsible AI on Social Media Marketing for Digital Health
通过25位医疗专业人士的深度访谈，探讨负责任AI原则如何帮助医疗企业提升社交媒体营销效果，同时解决隐私和信任问题。
Social media enables medical professionals and authorities to share, disseminate, monitor, and manage health-related information digitally through online communities such as Twitter and Facebook. Simultaneously, artificial intelligence (AI) powered social media offers digital capabilities for organizations to select, screen, detect and predict problems with possible solutions through digital health data. Both the patients and healthcare professionals have benefited from such improvements. However, arising ethical concerns related to the use of AI raised by stakeholders need scrutiny which could help organizations obtain trust, minimize privacy invasion, and eventually facilitate the responsible success of AI-enabled social media operations. This paper examines the impact of responsible AI on businesses using insights from analysis of 25 in-depth interviews of health care professionals. The exploratory analysis conducted revealed that abiding by the responsible AI principles can allow healthcare businesses to better take advantage of the improved effectiveness of their social media marketing initiatives with their users. The analysis is further used to offer research propositions and conclusions, and the contributions and limitations of the study have been discussed.