Could marketers misuse artificial intelligence?

The idea of artificial intelligence (AI) has dominated scientific and popular culture for decades. Most fictional works that explore the idea of AI focus on its dangers to humanity, with the premise often involving robots or super-advanced computer interfaces that have developed their own freewill and turned against humanity (a la HAL 9000 from Space Odyssey). But despite fearmongering around AI, scientists have been developing software and tech to make machines smarter than ever. We have already seen AI programs beat humans at complex games, computers that can reproduce classical works of art and robots that can play football (albeit not convincingly). One area where AI brings a lot of opportunity is the marketing industry.