Artificial intelligence (AI) has quickly become a part of the marketer trend; indeed, it substantially has altered consumer engagement; however, components influencing consumer trust towards the marketing carried out with the help of AI are still a point of critical research concern. This paper explores the underlying factors that shape consumer faith in marketing informed by the adoption of artificial intelligence by focusing on aspects like transparency, privacy of information, emotional appeal, and population adjustment. Using the thematic analysis of semi-structured interviews and focus groups involving consumers with the experience of AI-based marketing technologies, the study lays out multiple core themes. Key conclusions show that AI decisions should be transparent, consumers should have control over their data, and privacy is status quo in establishing trust. Emotional reactions also show much importance and positive affect strengthens trust and negative affect causes distrust. In addition, demographic factors-age and level of technology sophistication were identified as factors that influenced consumer perceptions with young people and technologically savvy consumers tending to rate highly in terms of their level of trust. Taken together, the results highlight the need of companies that are interested in the development of AI-based marketing solutions that establish trust. The study places emphasis on effective communication, the maintenance of data security and creation of personalised experiences. The insights provide usable information to marketers who are determined to create intelligently-designed AI systems that comply with consumer expectations, stimulate interaction, and accommodate ethical requirements in a more highly-AI market.
Jain et al. (Thu,) studied this question.