A B S T R A C T

The purpose of the research is to critically examine the ethical considerations arising from the intersection of AI technologies and personal data usage. Specifically, the study seeks to explore the balance between personalization and privacy, evaluate the effectiveness of privacy-preserving technologies, and analyze the responsibilities of businesses and governments in safeguarding data.

The methodology of the research - this research employs a mixed-methods approach, combining qualitative and quantitative analyses to explore the ethical, technical, and regulatory dimensions of AI and data privacy. The study draws on a comprehensive review of recent academic literature, industry reports, and case studies to identify key trends, challenges, and solutions.

The practical importance of the research - the findings of this research have significant practical implications for businesses, policymakers, and society. For businesses, the study highlights the importance of adopting ethical data practices and privacy-preserving technolo-gies to build trust with customers and gain a competitive advantage.

The originality and scientific novelty of the research - this research contributes to the issues of AI ethics and data privacy by offering a comprehensive analysis of the challenges and opportunities at the intersection of these fields. While previous studies have explored the ethical implications of AI or the technical aspects of privacy-preserving technologies in isolation, this paper integrates these perspectives to provide a holistic understanding of the issues.

Keywords: artificial intelligence, innovation, data privacy, ethical concerns, personalization.