The areas of use of artificial intelligence are constantly increasing. It has started to play a major role especially for brands to increase sales by influencing consumers. In an increasingly competitive environment, it is vital to reach more consumers and increase sales rates. Consumers prefer the option they find closer to themselves among brands due to easy access to products and services and the abundance of options. Therefore, the demand for personalized products and services is increasing day by day. Brands also need more information to offer personalized products to consumers. It is very difficult to access consumers' personal data and make meaningful inferences from them, especially with large amounts of data. Artificial intelligence makes the work of brands much easier at this point. Consumer data, most of which is collected on the internet, can be analyzed with artificial intelligence and meaningful information can be obtained. Recently, however, there have been some concerns about the collection and use of consumer data. Personal data may be improperly shared with third parties and may lead to legal problems. Artificial intelligence developers should ensure that personal data is collected and used in line with principles such as transparency, fairness, accountability, privacy and security. The establishment of an effective control system and the sanctions to be taken against violations should be clearly stated. Providing the necessary support from governments and ensuring global cooperation can contribute to the reduction of personal data breaches. In this section, within the scope of privacy and artificial intelligence, the definition of artificial intelligence, the privacy of consumers and artificial intelligence, the views of the European Data Protection Board on the use of personal data, the views of the OECD on the use of personal data, the Council of Europe's ethical principles on artificial intelligence are examined under the headings.