As AI continues to play a key role in marketing, ethical considerations become increasingly important. Marketers must ensure that AI tools are used responsibly, respecting user privacy, data protection, and transparency. Best practices include using AI algorithms that avoid bias, ensuring clear data consent from customers, and promoting transparency in AI-driven decisions. Marketers should also be mindful of how AI impacts customer experiences, ensuring that AI systems are aligned with ethical guidelines that prioritize customer well-being while still delivering innovative marketing solutions.