Abstract

The rapid rise of generative AI has redefined the boundaries of personalization, but it has also amplified the risks of opacity and algorithmic manipulation. This chapter is justified by the immediate need to reconcile the effectiveness of automated campaigns with the principles of ethics by design, and it offers a response to the empirical research gap linking marketing performance to algorithmic fairness. In this sense, this chapter analyzes the influence of Artificial Intelligence (AI) on digital marketing, focusing on the ethical, security, and data privacy implications. Starting from the evolution of marketing, we discuss how digitization, machine learning, Generative AI (GIA), and LLMs transform the collection, analysis, and use of data to automate campaigns, segment audiences, and personalize content in real time.Through a bibliometric study in the Web of Science (WoS), scientific production at its intersection is mapped. Thematic clusters are identified on AI applications, ethical and privacy risks, and IAG in the personalization economy.