As third-party cookies disappear, brands are reconsidering data management and data-driven marketing. The use of AI as a powerful solution is developing since it offers the possibility to monitor and analyze user activity without breaching privacy rules. With sophisticated machine learning models, brands can employ contextual targeting and predictive analytics alongside federated learning to customize interactions with users without spying on them. AI-based identity resolution methods such as probabilistic modeling enable correct attribution and audience segmentation independent of cookies. Along with this, new digital marketing strategies fueled by privacy enhancing technologies like differential privacy and zero-party data are upon us. This talk will discuss the real-world implications of AI for cookie-less tracking and offer relevant recommendations to marketers in this privacy-centric world. Participants will discover how to use AI solutions to build customer loyalty and at the same time give them the expected level of personalization. The future of marketing is privacy-centric, and AI will enable this opportunity.