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Artificial Intelligence in Personalisation and Its Impact on Consumer Trust

Author

Listed:
  • Arun Kumar D

    (Rathinam College of Arts & Science, India)

  • V. Varsha

    (Rathinam College of Arts & Science, India)

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.

Suggested Citation

  • Arun Kumar D & V. Varsha, 2026. "Artificial Intelligence in Personalisation and Its Impact on Consumer Trust," African Journal of Commercial Studies, African Journal of Commercial Studies, vol. 7(1).
    • Handle: RePEc:cwk:ajocsk:2026-04
    DOI: 10.59413/ajocs/v7.i1.4
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    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes

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