Name: Shobha N S
Country: India

Year: 2026
Volume: Volume-16, (June) Year-2026 (Special Issue: Special Issue: Ai, Ethics and Human Values : Shaping the Future of Higher Education)
Page Number: 546-551
DOI: https://doi.org/10.5281/zenodo.21701592

ABSTRACT
The rapid integration of Artificial Intelligence (AI) into marketing practices has transformed the way businesses collect, analyse, and use consumer data. While AI-driven marketing offers significant advantages such as personalised advertising, improved customer experience, and cost efficiency, it also raises critical ethical concerns around privacy, consent, manipulation, and fairness. This paper examines the ethical issues that arise from the use of consumer data and behavioural targeting in AI-powered marketing. Drawing on existing literature, regulatory frameworks, and real-world cases, the study discusses concerns related to data surveillance, algorithmic bias, lack of transparency, and the psychological impact of targeted advertising. The paper also explores existing regulatory responses such as the General Data Protection Regulation (GDPR) and India's Digital Personal Data Protection Act (DPDPA), 2023. The findings suggest that while AI holds enormous potential for mar