AI optimization has become a popular platform or tool in marketing, allowing businesses to create highly personalized marketing messages tailored to individual consumers vulnerabilities and desires. While this can be an effective way to increase profits and customer engagement, it has raised ethical concerns about targeting and exploiting consumers specific vulnerabilities and desires. Research has shown that personalized marketing messages can be persuasive and lead consumers to make purchases they would not have otherwise made, which can lead harmful to the individual$$s health and mental well$-$being. This research project aims to address this issue by examining the ethical issues of AI optimization in marketing and perhaps society developing guidelines for protecting consumers. This is my research problem statement and I am trying to identify an appropriate marketing theory such as Porters five forces, Roger's Diffusion of innovations, and the theory of planned behavior. I need to frame the size and scope of the research problem statement and find a quantitative research method to describe this issue of AI and consumers marketing strategies. I need to select one approriate marketing theory out of the three i$.$e$.$ theory of planned behavior....etc. and summarize the theory and support its topic regarding AI and consumers by finding other published reserach guided by the theory selected and$/$or theory framework elements