Smart and Trusted Marketing: Integrating Blockchain and Artificial Intelligence

Ioannis Antoniadis (), Vaggelis Saprikis and George Fragulis
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Ioannis Antoniadis: University of Western Macedonia
Vaggelis Saprikis: University of Western Macedonia
George Fragulis: University of Western Macedonia

A chapter in Strategic Innovative Marketing and Tourism, 2026, pp 261-269 from Springer

Abstract: Abstract This conceptual study explores the integration of blockchain and artificial intelligence (AI) on technologies in digital marketing to address challenges of data abundance and consumer trust. Guided by Service-Dominant Logic and Trust Theory, we attempt to develop a tri-layer “trust-intelligence” framework after synthesizing the relevant literature. The framework consists of the following: (1) a data integrity layer using blockchain for verifiable consent, (2) a learning layer leveraging AI for privacy-preserving analytics, and (3) a value exchange layer operationalizing insights through smart contracts. Four key opportunity-challenge clusters are identified form our synthesis: trusted personalization, tokenized loyalty programs, ad fraud prevention, and adaptive smart contracts. The paper proposes a research agenda focused on cross-chain data marketplaces, on-chain federated learning, and decentralized brand governance. A phased adoption roadmap is outlined to help managers balance the potential trust benefits against technical and regulatory costs. This integrative framework advances understanding of how blockchain and AI can be jointly orchestrated to create marketing value while enhancing transparency and consumer trust.

Keywords: Smart marketing; Blockchain; Artificial intelligence (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-032-12968-0_29

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DOI: 10.1007/978-3-032-12968-0_29

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