ETHICAL ISSUES OF ARTIFICIAL INTELLIGENCE IN DIGITAL MARKETING: CHALLENGES, RISKS, AND GOVERNANCE FRAMEWORKS

Abstract

Artificial Intelligence (AI) is increasingly integrated into digital marketing, enabling personalized advertising, predictive analytics, and automated customer engagement. However, its rapid adoption raises significant ethical concerns. The purpose of this study is to examine the ethical issues associated with AI in digital marketing, focusing on challenges, risks, and governance frameworks. The introduction highlights how AI systems collect and process large volumes of user data to optimize marketing performance, while also creating concerns related to privacy, transparency, and algorithmic bias. A qualitative research approach is employed, using secondary data from academic literature, industry reports, and case studies to analyze ethical risks such as data misuse, manipulation of consumer behavior, and lack of accountability in automated decision-making. The study concludes that while AI enhances marketing efficiency, it also poses serious ethical challenges that must be addressed. Recommendations include implementing strong regulatory policies, improving algorithm transparency, ensuring data protection compliance, and promoting responsible AI governance in digital marketing practices.