PROBLEMS OF AI APPLICATION IN MARKETING THROUGH THE LENS OF PRIVACY VIOLATIONS AND DISCRIMINATION

The article examines the specifics of using artificial intelligence (AI) technologies in marketing, focusing on the associated issues of privacy and discrimination. The study highlights the conditions contributing to the growing relevance of AI-related challenges in marketing, which are linked to the increasing popularity and demand for AI technologies, their functional and optimization impact on marketing activities, and the rising complexities of ethical AI implementation. The conceptual significance of adhering to principles of data privacy, openness, and transparency in AI usage is emphasized, as compliance with fundamental information protection principles directly affects consumer trust and the long-term effectiveness of marketing communications. In other words, the implementation and widespread application of AI should consider the risks of privacy violations and user discrimination as fundamental AI-related challenges. The research places particular emphasis on the need to find an optimal balance between the functional benefits of AI and the potential negative consequences of its use in marketing. It underscores the necessity of conducting regular audits of AI models, ensuring algorithmic explainability, and preventing bias through appropriate methods. The study substantiates the importance of applying systematic internal regulations and standards to achieve ethical and legally compliant AI usage in marketing. Based on the research findings, conclusions are drawn regarding the feasibility of developing company-specific approaches to mitigating risks at the intersection of privacy and discrimination. Additionally, the study highlights the significance of adopting transparent business positioning and corporate responsibility for the outcomes of AI algorithms.