The emergence of big data marketing provides strong advertising decision support for enterprises，but big data products also find the conflict between artificial intelligence and humanity while finding the common point between them.By developing and utilizing its user data，Baidu has launched a business decision tool called Sinan.There are ethical issues to be explored in Sinan's data usage，such as marketing，advertising discourse hegemony，and economic models.This paper takes Sinan's operation case as an analysis object.We exploring the rational construction of the communication ethics under the new media form by analyzing the ethical tendency of the communication in each link.