The onset of big data and artificial intelligence has transformed the marketing industry with increased personalized and relevant messaging to consumers. With artificial intelligence processing the high volume and variety of data at a high velocity, consumers have been presented with unprecedented vulnerabilities around their data privacy. Marketers increasingly have been challenged with balancing AI innovation with consumer privacy. In the United States, there is no comprehensive privacy or AI regulation at the federal level, with numerous state laws showcasing a fragmented regulatory landscape. The negative impact on marketing from these regulations is apparent and not in the benefit of consumers. This chapter discusses marketing industry self-regulation as a solution toward addressing privacy concerns with AI and marketing. Exploration of remedies on legislative, self-regulatory, and hybrid models that benefit both brands and consumers toward building greater brand trust, protecting consumers, and enabling mindful and ethical uses of data is presented.