PERSONALIZATION WITH PERMISSION: REDEFINING CONSUMER TRUST IN AI-DRIVEN MARKETING MODELS

Abstract

AI-driven personalization became a central feature of digital marketing strategies in 2025, enabling firms to deliver tailored content, recommendations, and experiences at scale. However, growing consumer awareness of data privacy, algorithmic profiling, and surveillance practices intensified concerns regarding consent and trust. This study examines how permission-based personalization reshapes consumer trust in AI-driven marketing models during 2025. The research analyzes the role of explicit consent, transparency, and ethical data use in influencing trust and engagement outcomes. By evaluating organizational practices and consumer perceptions, the study contributes to understanding how marketers can balance personalization effectiveness with respect for consumer autonomy and privacy.