Relationship Between Artificial Intelligence Based Personalization And Consumer Trust In Digital Marketing
Keywords:
Artificial Intelligence; AI-Based Personalization; Consumer Trust; Digital Marketing; Data Privacy; Personalized Marketing.Abstract
The current study examines the correlation between the use of AI in personalisation of digital marketing activities and consumer trust. Descriptive research design and quantitative research design were employed during the study, and the main data sources used in the study consisted of 200 teachers who answered a structured questionnaire. Data were analyzed through the use of frequency and percentage analysis. According to the results, consumers overall have knowledge about AI personalisation and confidence in personalized recommendations, advertisements, personalized information and digital content. Apart from the other factors that influence consumer trust, data privacy, transparency, consumer control over personal information, accuracy and relevance of recommendations and reliability of the brand are singled out by the study. Furthermore, according to the results, customers are receptive to the link between AI personalisation and consumer trust provided that it improves consumer trust and engagement in an effective way. It should be noted that the study highlights the necessity of transparent, ethical and reliable practices to realize the potential of AI personalisation in improving consumer experiences and creating stronger ties between customers and the brand. A combination of the two – the use of AI personalisation to its full potential and protection of the customer interests – is important for the sustainability of the digital marketing environment.
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