Abstract
<jats:p>The proliferation of artificial intelligence (AI) and predictive analytics has fundamentally reshaped digital marketing, enabling hyper-personalized, automated influence at an unprecedented scale. This chapter critically examines the ethical implications of AI-driven marketing systems that leverage consumer data to predict behavior, automate content delivery, and optimize engagement. While such technologies enhance targeting efficiency and campaign performance, they raise profound concerns regarding consumer autonomy, transparency, and manipulative persuasion. We explore the technical mechanisms behind algorithmic influence—including recommendation engines, sentiment analysis, and behavioral nudging—and assess their societal impact through the lenses of privacy, fairness, and accountability. The discussion extends to regulatory frameworks such as GDPR and CCPA, which aim to mitigate risks but often lag behind technological advances.</jats:p>