Consumer trust in artificial intelligence in the UK and Ireland’s personal care and cosmetics sector

Consumer trust is vital in the personal care and cosmetics industry as artificial intelligence (AI) and machine learning (ML) reshape digital interactions. With the sector undergoing rapid digital transformation, understanding how AI influences trust is critical. This study explores the factors affecting consumer trust in AI-driven beauty solutions in the UK and Ireland, focusing on transparency, ethical AI governance, and personalized digital experiences. A systematic literature review was conducted across Web of Science, Scopus, PubMed, IEEE Xplore, and Google Scholar, covering studies published between 2010 and 2023. The research was guided by the Critical Realism framework, enabling the examination of both observable factors (e.g. technological functionality, data privacy) and underlying influences (e.g., social, cultural, and organizational trust dynamics). Screening followed predefined criteria based on the PRISMA framework, ensuring a transparent and structured approach to the inclusion and exclusion of studies. The results indicate that consumer trust is strongly influenced by transparency, efficiency, and the ethical handling of AI-driven technologies. Personalized digital experiences contribute to greater trust and engagement, yet privacy concerns remain a significant barrier to AI adoption. The study highlights the importance of ethical AI frameworks and regulatory measures in fostering trust and ensuring the sustainable integration of AI technologies in the cosmetics and personal care sector. For industry practitioners, this study provides strategies to enhance consumer trust in AI-driven personalization, including greater transparency in data usage, strengthened privacy protections, and ethical AI governance.