What makes a great marketer? Maybe a good eye for product design, a deep understanding of market dynamics, excellent communication skills and the ability to give customers what they want. But what about a fierce devotion to ethics?   Wendy Mak is the Chief Marketing Officer at Link Group, a global financial services company driven by digital and data technology. Wendy’s excited about the potential productivity gains promised by brand-new technology like generative AI, but she’s not all-in - yet.   As a marketer, everything Wendy does needs to build trust with consumers and clients, and right now, artificial intelligence tools are threatening to do the opposite. She explains to host Dr Juliet Bourke how she’s leveraging these powerful new technologies without succumbing to their most dangerous pitfalls.   Professor Frederik Anseel, Interim Dean at UNSW Business School, will then discuss how to develop an ethical framework that’s right for your organisation, including how to get everyone on the same page when deciding what ‘doing the right thing’ looks like in practice.   +++  The Business Of podcast is brought to you by the University of New South Wales Business School, produced with Deadset Studios.   The transcript and show notes can be found on our website here.  Want to follow the latest research and news from UNSW Business School and AGSM @ UNSW Business School? Subscribe to our industry stories at BusinessThink and follow UNSW Business School and AGSM on LinkedIn.   We acknowledge Aboriginal and Torres Strait Islander peoples as the Traditional Custodians of the land on which this show was made. See omnystudio.com/listener for privacy information.