2025, Vol. 7, Issue 2, Part G

author(s)
J Arputha Sahaya Raj

abstract
Artificial Intelligence (AI) has revolutionized commerce by enabling highly personalized marketing strategies through predictive analytics, recommendation systems, and customer data profiling. While these technologies enhance consumer engagement and business performance, they also present ethical challenges, including data privacy breaches, algorithmic bias, and manipulative targeting. This study examines the dual role of AI in improving personalization while maintaining ethical marketing practices. Using literature analysis, surveys, and case studies, the research identifies critical ethical concerns and proposes a balanced framework for AI adoption. Findings emphasize the need for transparency, accountability, and regulatory compliance to ensure consumer trust and sustainable business growth.