AI-Driven Personalization in Digital Marketing: Consumer Trust, Engagement, and Purchase Behavior - A Systematic Review
DOI:
https://doi.org/10.35870/ljit.v4i2.8736Keywords:
Artificial Intelligence, AI-Driven Personalization, Digital Marketing, Consumer Trust, Consumer Engagement, Purchase Behavior, Systematic Literature ReviewAbstract
Artificial intelligence (AI)-driven personalization has increasingly transformed digital marketing by enabling firms to deliver individualized recommendations, content, and offers based on consumer data and behavioral patterns. However, the growing use of personalization also raises important questions regarding consumer trust, engagement, and purchase behavior. This study aims to conduct a systematic literature review (SLR) of research on AI-driven personalization in digital marketing to examine its implications for consumer trust, engagement, and purchase behavior. Using Scopus as the primary database, the search process identified 2,906 records and, through successive filtering and screening procedures, resulted in 51 eligible studies. Bibliometric analysis using VOSviewer and thematic synthesis were employed to identify publication trends, intellectual structures, and key research themes. The findings indicate a shift from technology-oriented research toward consumer-centered perspectives, with increasing attention to consumer experience, trust, engagement, privacy, transparency, purchase intention, and purchase behavior. The review further demonstrates that the effectiveness of AI-driven personalization is context-dependent and influenced by consumer perceptions and data-related concerns. These findings provide an integrated basis for understanding the evolving role of AI personalization in contemporary digital marketing
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