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Introduction The rise of Generative AI has transformed digital advertising by enabling highly personalized experiences through technologies such as deepfakes, chatbots, and predictive algorithms. While these innovations enhance user engagement, they also raise significant concerns regarding user privacy and data protection in AI-driven hyper-personalized advertising environments. This study examines how urban, educated Indian Gen Z users perceive privacy in this context and what measures they consider necessary to safeguard their personal data. Methods Twenty Gen Z participants were interviewed to explore their perceptions and concerns regarding AI-driven hyper-personalized advertising. The collected data were analyzed using reflexive thematic analysis to identify recurring patterns and themes related to privacy and data governance. Results Two major themes emerged from the analysis. The first theme, privacy invasion and user consent perceptions , included subthemes of intrusion into privacy and data consent, highlighting participants' concerns regarding unauthorized data use and limited meaningful consent. The second theme, data ownership and regulation , comprised subthemes of data control and ethical regulation, reflecting participants' desire for greater agency over their data and stronger governance frameworks. Discussion Based on the findings, the study proposes the Triad-C model as its key conceptual contribution. The model emphasizes consent, choice, and regulatory control as interlinked dimensions for addressing privacy concerns in AI-driven hyper-personalized advertising. Overall, the findings suggest that strengthening transparency, enhancing digital literacy, and improving regulatory oversight are important for fostering trust and supporting ethical engagement in AI-based marketing environments.
Roshith et al. (Tue,) studied this question.