The integration of Artificial Intelligence(AI), Machine Learning(ML), and image processing in marketing research and branding enables predictive analytics, hyperpersonalisation, and real-time consumer engagement. However, these technologies raise ethical concerns over privacy, surveillance, consent, and behavioural manipulation. Personal and biometric data are often collected without user awareness, undermining autonomy. Risks include targeting based on inferred emotions, loss of agency, and algorithmic biases that may cause discrimination in segmentation and representation. The chapter also evaluates synthetic media, such as AI-generated influencers, for their impact on authenticity, trust, and perception. While legal frameworks like GDPR and CCPA exist, their limitations are noted. To address these challenges, the chapter proposes ethical frameworks stressing transparency, accountability, and interdisciplinary governance to foster fairness, trust, and societal benefit in AI-driven marketing.