This article examines the ethical aspects of using artificial intelligence in marketing amid the accelerated adoption of generative models, automated targeting, and synthetic content. It argues that AI in marketing is not only a tool for improving communications effectiveness but also a source of systemic risks: privacy violations, manipulative influence, discrimination against consumer groups, opaque decision-making, the substitution of machine-based trust for human trust, and the blurring of responsibility between the client, developer, platform, and agency. Based on an analysis of international principles of responsible AI, regulations, AI governance standards, and industry research from 2021 to 2026, this article proposes a model for the ethical framework of AI marketing. This model includes a legal basis for data processing, transparency of algorithmic influence, data quality control, discriminatory effects assessment, labeling of synthetic content, human oversight, and vendor auditing. It concludes that competitive advantage in future marketing will be determined not by the most aggressive personalization, but by a company’s ability to combine technological precision with demonstrable respect for consumer autonomy.
artificial intelligence, marketing, ethics, personal data, personalization, generative AI, targeting, consumer trust, AI risk management
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