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Advances in AI are transforming direct-to-consumer (DTC) audience modeling, enabling more precise and effective engagement while navigating the complex landscape of data privacy. The FDA has long recognized the value of DTC advertising in informing consumer healthcare decisions, but emerging AI capabilities—paired with evolving privacy challenges—require new strategies for responsible audience creation. As AI-driven personalization grows more sophisticated, so do the risks associated with data reconstruction and re-identification. Practitioners and technologists will share how to leverage AI while maintaining trust, ensuring compliance, and adapting to an increasingly complex regulatory environment.