The increasing integration of Artificial Intelligence (AI) in marketing has transformed consumer engagement, enabling hyper-personalization and predictive analytics. While AI-driven marketing enhances efficiency and user experience, it also raises ethical concerns regarding consumer autonomy, addiction and manipulation. This chapter explores the ethical implications of AI in marketing, emphasizing the role of AI in shaping consumer behaviors through personalized content, algorithmic decision-making and targeted advertisements. It discusses the neurological and psychological mechanisms underlying consumer addiction, the cognitive and emotional effects of AI-driven marketing and the broader social and economic consequences.

To address these concerns, the chapter proposes solutions in three key areas: corporate responsibility, consumer awareness and policy-level interventions. Ethical AI marketing requires companies to adopt transparent algorithms, mitigate biases and implement responsible data practices. Empowering consumers through digital literacy initiatives and promoting digital well-being strategies can enhance their ability to navigate AI-driven content critically. Additionally, regulatory frameworks and industry-wide best practices are necessary to establish accountability, ensure fair marketing practices and protect consumer rights.

By fostering an ethical approach to AI in marketing, stakeholders can balance innovation with consumer well-being, creating a sustainable and equitable digital marketplace. This chapter highlights the need for collaborative efforts among businesses, policymakers and researchers to ensure that AI technologies promote ethical consumer interactions while mitigating potential harms.