AI-Driven Personalized Marketing: A Study on the Balance Between Consumer Trust Building and Privacy Protection

Jingya Yu ()
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Jingya Yu: Beijing Normal-Hong Kong Baptist University

A chapter in Proceedings of the 2025 3rd International Academic Conference on Management Innovation and Economic Development (MIED 2025), 2025, pp 871-876 from Springer

Abstract: Abstract With the widespread application of generative artificial intelligence in the marketing field, personalized marketing has become the core strategy of enterprise digital transformation. However, the tension between personalized services and privacy protection constitutes the “personalization-privacy paradox”, which seriously affects consumer acceptance. Based on the privacy computing theory and technology acceptance model, this study systematically combed 522 relevant literature and constructed a multi-level theoretical model of consumer trust formation in the context of artificial intelligence marketing. The study found that the impact of algorithm transparency on trust is an inverted U-shaped relationship, the personalization-privacy paradox contains dual sub-mechanisms, and cultural factors significantly regulate the trust formation process.

Keywords: artificial intelligence; personalized marketing; consumer trust; privacy computing; algorithm transparency (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-835-6_92

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DOI: 10.2991/978-94-6463-835-6_92

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