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Sri Mulyono
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Journal : Management Studies and Business Journal

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AI POWERED PERSONALIZATION IN MARKETING: BALANCING CUSTOMER ENGAGEMENT AND PRIVACY CONCERNS Mulyono, Sri; Letsoin, Edward Kurniawan Saputra
Management Studies and Business Journal (PRODUCTIVITY) Vol. 2 No. 4 (2025): Management Studies and Business Journal (PRODUCTIVITY)
Publisher : Penelitian dan Pengembangan Ilmu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62207/nyp86r92

Abstract

The application of artificial intelligence (AI) in marketing strategies has increased rapidly, but there are significant concerns about data privacy that can erode consumer trust. This study aims to explore how AI-based personalization strategies can balance customer engagement and privacy concerns.This study focuses on developing a framework that integrates aspects of technology, consumer behavior, and privacy ethics in the context of digital marketing.This study used the Systematic Literature Review (SLR) approach with the PRISMA protocol to identify and analyze relevant literature. Data were collected from the Scopus and Web of Science databases, with thematic analysis to identify key patterns and themes.The findings suggest that transparency in data usage, user control over personal information, and application of data minimization principles are key strategies for building trust and increasing customer engagement. The study also identifies mediators such as trust and perceived risk that influence the relationship between AI personalization and privacy.These findings make a significant contribution to the development of digital marketing theory and offer practical guidance for marketers to design ethical and effective strategies, which can increase customer loyalty and strengthen long-term relationships.
Co-Authors A. Faroby Falatehan Abdillah, Minan Ade Onny Siagian Aghni Aulia Aziz Ahmad Jalaluddin, Ahmad Ainun Najib Albasri Aliman Aliman Andika, Ardhi Dwi Anwar Arif, Asrianti Aslan Aslan, Aslan Ayomi, Andreas C. Badie'ah, Badie'ah Badieah Assegaf Badie’ah, Badie’ah Baehaqi Bhimo Rizky Samudro, Bhimo Rizky Dedy Arisjulyanto Denpharanto Agung Krisprimandoyo Edward Kurniawan Saputra Letsoin Eva Desembrianita Faisal Danu Tuheteru Gholib, Tsabit Ghufron, G Habibi, Muhammad Syihab Haris, Ibnu Hermawan, Hildan Mulyo Hidayat, Ilham Himawan, Ade Husna Ika Purnama Sari Irawati, Intan Josua Panatap Soehaditama Jusman, Ikhsan Amar Kusuma, Ardhanari H. Mangkusuwondo, Suhadi Markus Mofu, Renald Marzuki . Mofu, Renold Muhammad Muhammad Aria Wahyudi Mukaromah, Naela Mulyani, Wiwiek Nelly Nur Anna Chalimah Sadyah Nuraprila, Shintia Pamungkas, Akbar Ilham Perwitasari, Erni Pratiwi Poetro, Bagus Satrio Waliyo Poetro, Bagus Satrio Waluyo Primadi Candra Susanto Putra, Purniadi Putra, Wira Pramana Putri, Nadira Awalia Rahma, Wilda Rafika Rahmi Rahmi Ramadani, Ika Riansyah, Andi Riziq, Alvin Yusuf Rozi, Muhammad Faris Fahru Sam Farisa Chaerul Haviana Saputra, Didin Hadi Satyagraha, Muhammad Thifan Soedomo, R. Pramono Soedomo, R. Pramono Sri Sugiarsi Suhardi, Muhamad Sulaiman, Noor Suhana Sulfarid, Sulfarid Sumardi . Sungkowati, Sri Suryani . Sutrisnon, Trismianto Asmo Syakhrani, H. Abdul Wahab Syamsuddin, Nurfiani Tarjono, Tarjono Trismianto Asmo Sutrisno Tuheteru, Edy Jamal Vani Aulia Pramesti Wiwin Rahmawati Nurdin Yacob, Azliza Yuliastuti, Hilda Zahrul Fuadi