Цифрова трансформація маркетингу через призму етичного використання даних

Abstract

The paper explores the ethical aspects of using personal data in marketing activities within the context of digital transformation. It highlights the potential of digital technologies for personalized consumer communication and analyzes the risks of privacy violations and data misuse. Special attention is given to the impact of artificial intelligence on shaping marketing strategies and the need to adhere to principles of transparency, consent, and legality. The study emphasizes the importance of balancing business efficiency with the protection of human rights in the digital environment.