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Artificial intelligence (AI) is rapidly transforming digital marketing practices. While the extant literature extensively covers AI applications that generally benefit businesses and customers, there is scant research on AI deployments that exacerbate problems for financially vulnerable customers. These customers have limited access to financial systems, services or technologies. To rectify this research deficit, this paper describes the challenges confronting businesses as they attempt to integrate AI into the digital marketing of their financial services. Ultimately, Al-enabled digital marketing is not as simple as collecting big data and using analytical algorithms; the technology may not always help businesses target their customers more effectively. This paper examines the relationships between AI, digital marketing, and financial services in relation to vulnerable customers, highlighting key implications in the collection …