Trust in the age of artificial intelligence: a framework for privacy protection in personalised marketing

Understanding the role of first-party data and AI is crucial in today’s personalized, data-driven economy. First-party data—collected directly from users with consent—enables effective personalization but also raises ethical and legal concerns. This conceptual paper reviews academic literature on personalization, privacy, and AI ethics in marketing, supported by 2025 iPROM research on Slovenian companies' use of consumer data in digital advertising. A conceptual framework is developed around trust, linking consumer perceptions of trust, fairness, and autonomy. It shows how privacy technologies, quality data management, and regulatory compliance contribute to ethical personalization. The research asks: How does data management maturity impact the perceived ethics of AI-driven marketing personalization? The paper proposes research directions and encourages responsible, consumer-centric strategies that align personalization with privacy and regulation.