AI-Powered Music Personalization in Advertising and Its Effect on Sales: The Role of Emotion and Technology Acceptance

This study investigates the impact of AI-based music personalization on sales performance, focusing on the relationship between algorithmic personalization (AIM), emotional resonance of customized music (ERM), and consumer openness to AI (COAI). Drawing on the Technology Acceptance Model and Affective Response Theory, the study reconceptualizes sales performance as a result of technological fidelity, emotional triggers, and acceptance of AI-based advertising. A quantitative survey (N = 385) was applied to digital marketing professionals, technologists, academics, and consumers in Vietnam. The result is that the appropriate and ethical implementation of AI-enhanced auditory design will be a strategic driver for consumer engagement and commercial performance. In practice, marketers play a vital role in ensuring emotional consistency, technological transparency, and preparing for AI-enabled digital campaigns. However, the study has limitations, notably the limited sample size of a single country and the reliance on self-reported data. Future research should attempt a cross-cultural approach combined with field experiments and use biometric data to better capture unconscious emotional responses. By providing an empirical framework for connecting emotional marketing with AI-based personalization, this research provides guiding value for algorithmic sound generation in advertising.