<![CDATA[The decline of third-party cookies and stricter privacy requirements have made AI-driven personalization more dependent on explicit, first-party consent. Repeated and complex consent requests may produce consent fatigue, weaken trust, and reduce the perceived value of personalized content. This study examines the direct effects of consent fatigue on consumer trust and personalization effectiveness and evaluates consumer trust as a mediator. A cross-sectional survey was conducted among 320 adult digital-platform users in Indonesia who had encountered online consent requests during the preceding six months. Respondents were recruited purposively from social media, e-commerce, and digital-service applications. The model was analyzed with PLS-SEM in SmartPLS 4. Consent fatigue was negatively associated with consumer trust (β = −0.472, p < .001) and personalization effectiveness (β = −0.286, p < .001), whereas consumer trust was positively associated with personalization effectiveness (β = 0.534, p < .001). The indirect path through trust was β = −0.252, t = 4.890, p < .001, 95% CI [−0.353, −0.151]. Consent fatigue is associated with weaker personalization outcomes both directly and through lower consumer trust. Digital platforms should use concise, transparent, and less repetitive consent interfaces to protect meaningful choice and sustain responsible AI personalization.]]>
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