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Smart and Trusted Marketing: Integrating Blockchain and Artificial Intelligence

In: Strategic Innovative Marketing and Tourism

Author

Listed:
  • Ioannis Antoniadis

    (University of Western Macedonia)

  • Vaggelis Saprikis

    (University of Western Macedonia)

  • George Fragulis

    (University of Western Macedonia)

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.

Suggested Citation

  • Ioannis Antoniadis & Vaggelis Saprikis & George Fragulis, 2026. "Smart and Trusted Marketing: Integrating Blockchain and Artificial Intelligence," Springer Proceedings in Business and Economics, in: Androniki Kavoura & Ulrike Gretzel & Vasiliki Vrana (ed.), Strategic Innovative Marketing and Tourism, pages 261-269, Springer.
    • Handle: RePEc:spr:prbchp:978-3-032-12968-0_29
    DOI: 10.1007/978-3-032-12968-0_29
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