Artificial Intelligence in Personalisation and Its Impact on Consumer Trust

Arun Kumar D and V. Varsha
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Arun Kumar D: Rathinam College of Arts & Science, India
V. Varsha: Rathinam College of Arts & Science, India

African Journal of Commercial Studies, 2026, vol. 7, issue 1

Abstract: Artificial Intelligence has transformed digital commerce by enabling highly personalized consumer experiences through data-driven algorithms that recommend products, tailor promotions, and predict consumer behavior. While personalization enhances convenience and engagement, it also raises concerns related to privacy, transparency, and trust, which may vary across cultures due to differences in social norms, technological adoption, and regulatory environments. This study examines AI-driven personalization in digital purchasing and analyzes its impact on consumer trust from a cross-cultural perspective, highlighting how cultural contexts shape perceptions of AI, trust formation, and purchasing behavior.

Keywords: Artificial Intelligence; personalisation; consumer trust (search for similar items in EconPapers)
JEL-codes: M31 O33 (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:cwk:ajocsk:2026-04

DOI: 10.59413/ajocs/v7.i1.4

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