The rapid advancement of Artificial Intelligence (AI) has fundamentally reshaped the strategies businesses use to promote and advertise their products and services. This chapter examines the transformative role of AI in modern marketing, emphasizing how technologies such as generative AI enhance targeting precision, personalization, and overall campaign efficiency. In addition to highlighting these benefits, it elaborates on key ethical concerns—such as ensuring user privacy, maintaining robustness, promoting fairness, and achieving transparency. By advocating for ethical and responsible AI adoption, this chapter aims to guide organizations through these complexities to unlock AI’s potential for impactful and sustainable advertising practices.