This research addresses a notable gap in the existing literature concerning product branding for knowledge-driven enterprises within the Artificial Intelligence (AI) sector, specifically focusing on the application of ethical digital content marketing to enhance competitiveness in both local and global markets. The objective is to create and validate a model for the ethical marketing of digital content that aims to fortify the branding of knowledge-based AI products.

Qualitative research was applied, utilizing snowball sampling to select 11 professionals, including university professors, senior managers, and seasoned content marketing consultants, until theoretical saturation was achieved. Semi-structured interviews were conducted and subsequently analyzed through thematic coding. The thematic analysis revealed five strategic pillars that are crucial for ethical digital content marketing: ethical alignment, organizational commitment, content leverage, background factors, and outcome metrics. The results highlight that overlooking ethics and cultural sensitivity in digital content, particularly on organizational websites, can significantly erode customer trust and reduce market success.

This study addresses a vital gap by investigating ethical digital content marketing strategies for knowledge-centric firms in the AI industry, with the goal of improving their brand image of competitiveness on both national and international levels. The proposed framework provides a validated method for integrating ethics