<h1>AI-driven ads using search data raise data protection, profiling, advertising claims, IP and disclosure risks under Article 22 GDPR</h1> A digital marketing firm announced deployment of AI-driven advertising using Google Search data and large language models to deliver hyper-personalized, real-time campaigns, claiming efficiency, targeting and ROI gains. Legally relevant points include potential obligations under data protection and profiling rules when processing user search and behavioral data, accuracy and substantiation requirements for marketing claims under consumer protection and advertising standards, intellectual property considerations for generated ad content, and the need for transparent disclosures about paid placements and AI use. Press-release sourcing and contractual attribution raise additional publicity and liability considerations.