A Systematic Review of Licensing, Trust, and Reputation in AI Driven Marketing
A Systematic Review of Licensing, Trust, and Reputation in AI Driven Marketing
Navigating the Post-Turing Digital Frontier
Abstract
The systematic literature review explores the efficacy of statutory licensing frameworks in addressing reputational risks in AI-driven digital marketing, with a particular focus on the growing threats posed by negative SEO tactics and AI-generated misinformation. Conducted as the foundational research module of a Doctorate in Business Administration, the study synthesises thirty contemporary, high-integrity sources using the SPIDER framework and thematic analysis via NVivo15. The research identifies a critical “Integrity Deficit” in current voluntary and self-regulatory approaches, revealing how phenomena such as “Phoenix Company Evasion” and algorithmic hallucinations destabilise digital trust and undermine reputation management, especially for small and medium-sized enterprises (SMEs). Moving beyond the traditional Resource-Based View, the study advances a Legitimacy-Based View of competitive advantage, advocating for the adaptation of statutory licensing models—like the UK’s Security Industry Authority (SIA)—to the digital marketing context. Recommendations include legislative adoption of digital identity licensure, ethical curriculum reform, and operational cryptographic verification. The findings underscore the urgent need for integrated, enforceable governance mechanisms that prioritise ethical stewardship and institutional legitimacy in the Post-Turing digital landscape, offering a strategic blueprint for policymakers, educators, and industry practitioners navigating the convergence of human and AI-generated content.