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

In: Proceedings of the 2025 3rd International Academic Conference on Management Innovation and Economic Development (MIED 2025)

Author

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  • Jingya Yu

    (Beijing Normal-Hong Kong Baptist University)

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.

Suggested Citation

  • Jingya Yu, 2025. "AI-Driven Personalized Marketing: A Study on the Balance Between Consumer Trust Building and Privacy Protection," Advances in Economics, Business and Management Research, in: Barbara Siuta-Tokarska & Adriana Grigorescu & Md. Mamun Habib & Yifeng Zhu (ed.), Proceedings of the 2025 3rd International Academic Conference on Management Innovation and Economic Development (MIED 2025), pages 871-876, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-835-6_92
    DOI: 10.2991/978-94-6463-835-6_92
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