Name: Dakshayini B S , Kavitha Yadav S K
Country: India

Year: 2026
Volume: Vol-17, Issue no. 1 ( SPECIAL ISSUE - JUNE 2026 )
Page Number: 109-120
DOI: https://doi.org/10.5281/zenodo.21239672

ABSTRACT:
The role of artificial intelligence in digital marketing and consumer data analytics for personalized advertising, predictive analysis and automated customer engagement has become integral. The increasing use of marketing systems driven by AI may be advantageous but also raises ethical concerns regarding privacy, transparency, data misuse and consumer manipulation. This research paper will look into the ethical issues surrounding the utilization of AI in digital marketing. The researcher selected 250 respondents using the convenience sampling method for conducting the study among consumers in Bengaluru. The objectives of the study are to determine the ethical issues concerning unethical AI-driven digital marketing practices; to investigate consumer perceptions with regard to privacy and transparency in AI-based marketing systems; to evaluate the impact of responsible AI practices on consumer trust and satisfaction. Primary data were collected through a structured questionnai