ML for marketing and advertising doesn't particularly concern me.  There's an old joke that half of all advertising revenue is wasted, the problem is no-one is sure which half.

GDPR is explicit in saying that a natural person must give consent for the use of an algorithm that will affect their legal status.

Perhaps the next step in AI evolution is the ability of the system to explain its workings.  AI makes its decisions based on observation and data but humans are capable of making intuitive leaps.  If AI was able to explain itself then the human element should be able to add a new, and hopefully ethical, dimension to it.