AI-DRIVEN PERSONALIZED MARKETING AND CONSUMER RESPONSES: A STRUCTURED LITERATURE REVIEW OF PERSONALIZATION, PRIVACY AND TRUST AMONG GENERATION Z
DOI:
https://doi.org/10.70917/ijcisim-2026-5405Keywords:
Artificial Intelligence, AI-Driven Personalization, Personalized Marketing, Generation Z, Consumer Behaviour, Consumer Trust, Privacy, Transparency, Consumer Control, Structured Literature ReviewAbstract
This structured literature review examines the responses of consumers, Generation Z in particular, to AI-based personalized marketing, and includes the emerging evidence from India. Twenty empirical studies published between 2015 and 2026 have been integrated in a systematic manner focusing on the value of personalization, privacy, trust, transparency, consumer control, and behavioral responses. It was found that personalization is value-add in the context of relevance, usefulness, ease of use and engagement. However, overpersonalization was found to invade privacy and lead to privacy-related resistance. Trust is a “crucial element in the perception of personalization value and acceptance of personalization. Consent, transparency, and control in the context of personalization shape the value and risk. Evidence from Generation Z suggests acceptance is more likely to be conditional than unconditional. Indian evidence is scant and emerging, but also supports the coexistence of personalization and privacy. An integrated personalization-value-privacy-trust perspective is created, and implications for marketing with AI, as well as future research, are described.
