Rosário, Albérico TravassosCruz, RuiAndrade, Luís2026-01-192026-01-192026Rosário, A. T., Cruz, R., & Andrade, L. (2026). Artificial Intelligence in marketing: a literature review on ethical implications and managerial strategies. In A. Rosário & R. Cruz (Eds.), AI utilization for marketing content creation (pp. 1-48). IGI Global Scientific Publishing. https://doi.org/10.4018/979-8-3693-9994-1.ch001979-8369399941http://hdl.handle.net/10400.26/60956This literature review analyzes current research on artificial intelligence (AI) in marketing, focusing on ethical considerations and managerial applications. Recent studies cover a range of AI applications, including customer engagement, personalization, and brand loyalty, alongside the ethical challenges AI poses, such as data privacy, transparency, and fairness. The review identifies core theoretical frameworks such as social identity theory and affordance theory that underpin these discussions. Findings highlight that while AI can enhance consumer experiences and drive brand loyalty, it also requires ethical oversight to ensure responsible data.engbook part10.4018/979-8-3693-9994-1.ch001