This research discusses the ethics and regulation of the use of artificial intelligence (AI) in digital marketing in Indonesia, particularly from a business law perspective. The
application of AI provides advantages in personalization, efficiency, and data-driven decision-making. However, there are ethical challenges related to data privacy, algorithm
transparency, and bias in AI systems. Existing regulations have not specifically addressed the use of AI, creating risks for companies and consumers. This research uses a normative legal method with a legislative approach and literature study. The analysis shows that Indonesia still lacks comprehensive regulations to govern AI in digital marketing. The recommendations of this research include the need for clearer specific regulations regarding the use of AI, both in data privacy protection and legal liability. This research is expected to assist the government in formulating better policies related to AI and encourage
companies to use this technology ethically and lawfully.