This chapter introduces the shift from traditional to personalized marketing driven by advancements in artificial intelligence, machine learning, and big data analytics. While these technologies promise benefits such as tailored consumer experiences and improved engagement, they also raise critical concerns about consumer welfare, equity, and autonomy. By focusing on advertising, pricing, and contracting, the chapter outlines the regulatory challenges posed by hyper-personalization and sets the stage for an interdisciplinary law and economics analysis. The discussion emphasizes the need for a comprehensive framework to address the complex interplay between marketing innovation and consumer protection in the digital age.