The evolution of artificial intelligence has significantly enhanced the ability of media platforms to deliver personalized content, creating user-centric experiences that cater to individual preferences. This paper explores the concept of AI-driven media personalization, highlighting its transformative role in improving user engagement and satisfaction. It examines the foundational principles of user-centric personalization, the advancements in machine learning techniques such as collaborative filtering, natural language processing, and predictive analytics, and the associated ethical and societal implications. Key challenges, including privacy concerns, algorithmic bias, and the risk of reduced information diversity, are addressed alongside actionable recommendations for ethical implementation. By emphasizing transparency, fairness, and user autonomy, this paper underscores the importance of aligning technological innovation with ethical principles to create an inclusive and sustainable future for AI-driven personalization in media.