Artificial intelligence (AI), which is encountered more and more in many areas of life, is also increasing its importance in marketing. AI, especially in digital marketing, can provide advantages to brands in customer interaction, customer experience and customer relations development, as well as providing advantages to consumers in some subjects such as reducing or eliminating perceived risk, saving time in product selection and decision-making processes. On the other hand, it is also possible that AI applications may have negative consequences for both brands and consumers. For instance, AI, which requires the effective use of big data, may challenge brands at this point, and may also create a disadvantage for consumers due to reasons such as violation of personal data and biased outputs of algorithms. Such disadvantageous situations bring about ethical discussion of AI. In this study, it is aimed to question the place of AI in terms of digital marketing and consumer behavior and to discuss AI conceptually from this perspective. For this purpose, firstly, AI and the technologies behind it are explained. Afterwards, the positive and negative aspects of AI in terms of customer interaction, brands and consumers were explained, and the study was concluded after it was discussed from an ethical perspective.