This qualitative study aims to examine the potential challenges consumers face regarding their integrity and personal autonomy due to the advancement of artificial intelligence (AI) in digital marketing. Technology is continuously developing, especially with the integration of AI-driven marketing strategies implemented by companies. Therefore the concerns regarding integrity and personal data information have become of vital importance. Thus this study aims to shed light on the challenges of consumers maintaining their personal autonomy and integrity with the help of a theoretical framework. The focus groups for the interviews were “young adults” and “middle-aged adults” to further analyze and compare the difference of attitudes between the two groups. The study came to a conclusion that there are significant differences between the two groups but also similarities. The main difference was that “young adults” have a more negative attitude toward AI, viewing it as a tool used to exploit data from consumers. A similarity found was that both subgroups are concerned about potential threats to their privacy, integrity and the lack of personal autonomy as a result of AI-systems in marketing.