Artificial Intelligence (AI), as a form of digital technology, has transformed how organizations create, deliver, and capture value. One area that remains underexplored regarding AI implementation is how companies can more effectively create, deliver, and capture value for customers. Through AI, companies can target customers with greater precision, design more customized marketing programs, and consequently execute marketing activities more effectively. However, despite the advantages offered by AI adoption, there are several negative aspects that warrant attention. This article attempts to reconcile the positive aspects of AI implementation while addressing ethical considerations, such as customer privacy and manipulation. The research employs an exploratory literature review methodology, wherein articles were selected using relevant keywords and subsequently organized according to emerging major themes. From the four major themes identified, a discussion is presented to formulate research questions for future studies. The article concludes with recommendations for practitioners, particularly regarding techniques for implementing AI effectively while maintaining ethical standards.