The aim of this article is to analyse the ethical challenges of digital marketing arising from new technologies in Poland, with particular emphasis on artificial intelligence (AI) and Big Data, in the context of growing corporate social responsibility and expectations of Polish consumers. The article also outlines directions for further research on ethical issues in digital marketing. The study uses desk research, including academic literature, industry reports, and case studies of Polish companies in e-commerce, banking, retail, and logistics. Digital marketing is undergoing transformation influenced by digitization, AI, and Big Data, requiring the integration of technological innovations, social values, and ethical standards. While these technologies provide business benefits such as personalized offers and process optimization, they also raise ethical concerns, including privacy protection, excessive profiling, lack of algorithmic transparency, and potential manipulation of consumer behaviour. A particular issue is “shadow AI” – unauthorized use of AI tools by employees outside formal procedures – raising risks of data misuse and security breaches. Polish consumers are increasingly aware of data protection and expect responsible, transparent corporate practices. Although regulations like the GDPR set standards, technology often outpaces legal adaptation, creating ethical gaps and requiring corporate self-regulation. The findings indicate that responsible digital marketing requires combining technological innovation with ethical reflection and legal compliance. Building consumer trust depends on transparent data practices, informed consent, limited surveillance, and algorithmic accountability. The analysis here highlights the need to continuously update ethical standards to keep pace with technology and societal expectations, enabling ethical and effective marketing strategies.