Abstract

Background: Artificial intelligence (AI) has become central to modern marketing strategies, enabling brands to deliver personalised content and experiences at scale. However, these mechanisms can raise privacy concerns and erode consumer trust.
Methods: This conceptual study draws upon trust theory, the Technology Acceptance Model, and privacy calculus to develop a theoretical framework linking AI-driven personalisation, trust, and purchase intent, with privacy concerns as a moderating factor.
Results: The proposed conceptual model identifies consumer trust as a key mediator between AI personalisation and purchase intent. Privacy concerns are shown to negatively moderate this relationship, weakening purchase intent when data-use anxiety is high.
Conclusion: Findings emphasise the importance of transparency, fairness, and ethical AI governance to sustain consumer trust. Future research should empirically validate this framework across contexts and explore how explainable AI enhances consumer confidence.