The use of Artificial Intelligence (AI) in marketing has changed the experience and interaction of consumers by personalizing their engagement with hyper-personal instances and instant interaction. The convenience and satisfaction that people will get after they start using AI come with serious ethical concerns on the line, consumer freedom and the strategies of manipulation. To discover the two-fold nature of AI in marketing, in this paper the author is going to discuss critically the art and science that comes with these advanced technologies that both improve customer experiences and bring in a related experience of manipulating their psychology and physiology. The article was based on an analysis of recent empirical research and theoretical insights and explanations in understanding how AI operates to interfere with consumer decision making, emotional states, and behavioral actions in many cases without the informed consent of consumers. It looks at the ethical dimensions of the emerging tendencies such as emotional AI, deep fakes, and algorithmic targeting, too.