The implications of AI on consumer privacy are significant. As businesses increasingly employ AI to analyze consumer data and predict behavior, concerns regarding data misuse and surveillance rise. While AI can enhance personalization in marketing, it also poses risks to personal privacy as sensitive information may be collected without explicit consent. Regulations like GDPR strive to protect consumer rights, yet enforcement remains challenging in the face of rapid technological change. Balancing the benefits of AI-driven insights with robust privacy protections is essential to ensure that consumer trust is maintained in the evolving digital landscape.