Algorithmic Bias in AI Advertising: Shariah Perspectives on Higher Education Economic Justice


Authors

(1) * Unzilah Khomairotusshiyamah   (Universitas Nurul Jadid, Indonesia)  
        Indonesia
(2)  Rifka Jannatul Firdausiyah   (Universitas Nurul Jadid, Indonesia)  
        Indonesia
(3)  Siti Nur Aviatun Hasanah   (Universitas Nurul Jadid, Indonesia)  
        Indonesia
(4)  Muthi'ah Rahman   (Universitas Nurul Jadid, Indonesia)  
        Indonesia
(5)  Yusril Ihza Saputra   (Universitas Nurul Jadid, Indonesia)  
        Indonesia
(6)  Moh. Holidi   (Universitas Nurul Jadid, Indonesia)  
        Indonesia
(*) Corresponding Author

Abstract


Artificial intelligence-driven advertising increasingly influences equitable access to higher education, raising concerns regarding algorithmic bias and economic justice. This study examines algorithmic bias in AI-assisted educational advertising from the perspective of Shariah economic justice. A qualitative case study was conducted involving 20 purposively selected informants, including university administrators, marketing officers, information technology specialists, lecturers, and students, using semi-structured interviews, non-participant observations, and document analysis, followed by thematic analysis and triangulation. The findings reveal that algorithmic audience segmentation unintentionally restricts equal exposure to educational information. At the same time, inclusive AI practices require continuous institutional oversight and Shariah-based governance that emphasizes justice, transparency, accountability, and public welfare. This study presents an integrated framework that links responsible AI, educational advertising, and Islamic economic justice. The findings recommend periodic algorithmic audits and ethically grounded governance to promote equitable, transparent, and inclusive higher education advertising.



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