Is it ethical for marketers to gather and use data from inside the home to improve the value proposition to consumers? Explain.

Home hubs that contain voice technologies and microphones, such as Amazon’s Echo with Alexa and Google’s Nest Hub with Google Assistant, are popular devices that continuously listen in for commands. Many consumers like the convenience that comes with the home hubs but worry about their privacy. In response, people often place the devices in common areas but not in bedrooms or other more private areas. Wherever the devices are located, marketers could conceivably use them to collect information that could be used to microtarget selling efforts to consumers. This possibility along with recent revelations about other devices, such as the unadvertised, on-device microphone included Amazon’s Nest Guard that lets Amazon collect information in order to provide future features, plus reports of Amazon employees listening in on Alexa conversations, have made some consumers paranoid about who is listening.