Proteção de Dados e Implicações Éticas do Uso de Inteligência Artificial e Análise de Grandes Volumes de Dados em Marketing

Abstract Artificial Intelligence (AI) and Big Data are foundational pillars of the new attention economy. In marketing, algorithms transform behavioral, biometric, and contextual data into predictive insights, hyper-targeted campaigns, and real-time experiences. However, this technical advancement is accompanied by risks related to privacy, algorithmic discrimination, and the erosion of consumer autonomy. Based on 11 recent studies (2020–2024), this article discusses: (i) AI applications across the customer lifecycle; (ii) ethical and legal challenges in light of the Brazilian LGPD and the European GDPR; (iii) mechanisms for transparency, fairness, and security; and (iv) an applied research agenda that includes synthetic data, explainability metrics, and continuous audits. The conclusion is that innovation and data protection are not opposing goals but require interdisciplinary governance, privacy-by-design principles, and ongoing dialogue with stakeholders. Keywords: Artificial Intelligence, LGPD, GDPR, Privacy, Marketing