Making Ethical Decisions with AI in Marketing & Advertising

Join IE University for an exclusive masterclass with Brian Hallett, Professor at IE University, as he explores one of the most pressing challenges facing marketers and communicators today: making ethical decisions in a world where AI is advancing faster than the rules that govern it.

Artificial Intelligence is now deeply embedded in the practice of marketing and advertising; from strategy and audience targeting to creative execution and optimization. But when there are no clear ethical standards or regulations, how should professionals decide what’s right?

In this masterclass, Brian Hallett will guide participants through practical scenarios and critical questions, including:

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• When does AI-enhanced performance cross the line into manipulation?
  
• How should marketers balance effectiveness with ethical responsibility?
  
• What frameworks can help professionals make better decisions when no rules exist?
  

This session will provide actionable insights and thoughtful perspectives, helping you navigate the ethical landscape of AI in marketing with confidence and integrity.

Whether you’re a marketer, strategist, creative, or communicator, this masterclass will deepen your understanding of ethical AI use and strengthen your ability to make principled choices.

Why You Should Attend

If you work in marketing, advertising, branding, communication, or business strategy, this masterclass will challenge the way you think about AI and your responsibility in using it.

This is your opportunity to:

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• Gain practical insights from an IE University professor and industry expert
  
• Reflect on real-world ethical dilemmas in AI-driven marketing
  
• Strengthen your decision-making framework in a fast-changing landscape
  
• Engage in a thought-provoking session with like-minded professionals
  

Biography

Brian Hallett is a Professor at IE University, creative director, photographer, and filmmaker working at the intersection of creativity, storytelling, technology, and brand strategy.

With over two decades of international experience, Brian has worked with leading global brands including Cartier, Hugo Boss, Coca-Cola, BMW, McDonald’s, Procter & Gamble, Mastercard, ESPN, Hyundai, and Pantene, among many others.

He is the founder of The BIG, a Madrid-based creative agency focused on building meaningful brand stories through creativity and strategic thinking. At IE University and IE Business School, Brian has been teaching for over a decade across undergraduate and master’s programs, specializing in creative direction, advertising, branded content, and visual storytelling.

His work bridges the gap between business realities and human-centered creativity—bringing a global perspective shaped by living and working across Europe and Asia.

Discussion Panel

Following the masterclass, the session will continue with a short discussion panel featuring IE University alumni sharing perspectives on the ethical implications of AI across industries.

Mariana Panhoni is Executive Director of ABAP (Brazilian Association of Advertising Agencies) and an IE Business School alumna (MBA). With over 20 years of international experience in marketing, branding, and business strategy, she leads strategic initiatives that strengthen Brazil’s advertising ecosystem and represents agencies in dialogue with government and industry stakeholders.

Catharina Doria is an AI ethics expert, consultant, and content creator with more than 700,000 followers on social media. Recognized as one of the 100 Brilliant Women in AI Ethics, she is the founder of The AI Survival Club, an AI literacy community. An IE University alumna, she holds a Master’s in Business Analytics and Big Data and speaks internationally on AI governance and responsible technology.

Seats are limited.

Secure your spot and join us for an essential conversation about integrity, responsibility, and the future of AI in marketing.

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Host or Publisher IE Brazil