Influence of AI personalization on consumer loyalty in the restaurant business: balance between efficiency and ethics

The article examines the influence of artificial intelligence-based personalization on the formation of consumer loyalty in the restaurant business. Current trends in the implementation of AI tools, including recommendation systems, dynamic pricing, and loyalty programs, as well as their impact on customer experience, are analyzed. Based on an analysis of empirical data and scholarly publications, key factors determining the effectiveness of AI personalization are identified: relevance of offers, transparency of data use, and preservation of «human» contact. Particular attention is paid to ethical aspects - issues of privacy, risks of dehumanization of service, and manipulative influence on consumer choice. A model for balanced implementation of AI personalization is proposed, taking into account both economic efficiency and ethical constraints. The practical significance of the study lies in the possibility of applying the proposed recommendations in forming digital transformation strategies for restaurant enterprises.