Publicação
Limits of personalization: The impact of Artificial Intelligence on brand perception
| Resumo: | The evolution of artificial intelligence has demonstrated a strong impact on several industries, with particular emphasis on the marketing industry, where personalization is a key dimension. Therefore, brands have been focusing on the development of personalization, transforming each consumer experience. Personalization has facilitated the consumer decision-making process, converting it into an efficient and less stressful experience for consumers. Although some articles mention specific risks and benefits from this technology, there is a gap regarding the general perspective on the limits of personalization. This dissertation focuses on the understanding of how the use of personalization with artificial intelligence influences consumers’ brand perception and which are the key factors to balance with personalization. This study has an exploratory nature with a qualitative analysis. Therefore, twenty-six deep interviews were conducted with a Portuguese Gen Z sample, which allowed us to find that consumers expect personalization from brands and perceive it as a sign of care. Moreover, this study concludes that personalization should be balanced with several factors that shape the consumer perception: brand authenticity, consumer data privacy, and consumer autonomy. These insights provide valuable information for brands that aim to build or work in existing relationships with their consumers in the Portuguese market. |
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| Autores principais: | Claudino, Margarida Cândido |
| Assunto: | Personalization Inteligência artificial -- Artificial intelligence Consumer-brand relationship Authenticity Privacidade -- Privacy Personalização Autenticidade |
| Ano: | 2025 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso restrito |
| Instituição associada: | ISCTE |
| Idioma: | inglês |
| Origem: | Repositório ISCTE |
| Resumo: | The evolution of artificial intelligence has demonstrated a strong impact on several industries, with particular emphasis on the marketing industry, where personalization is a key dimension. Therefore, brands have been focusing on the development of personalization, transforming each consumer experience. Personalization has facilitated the consumer decision-making process, converting it into an efficient and less stressful experience for consumers. Although some articles mention specific risks and benefits from this technology, there is a gap regarding the general perspective on the limits of personalization. This dissertation focuses on the understanding of how the use of personalization with artificial intelligence influences consumers’ brand perception and which are the key factors to balance with personalization. This study has an exploratory nature with a qualitative analysis. Therefore, twenty-six deep interviews were conducted with a Portuguese Gen Z sample, which allowed us to find that consumers expect personalization from brands and perceive it as a sign of care. Moreover, this study concludes that personalization should be balanced with several factors that shape the consumer perception: brand authenticity, consumer data privacy, and consumer autonomy. These insights provide valuable information for brands that aim to build or work in existing relationships with their consumers in the Portuguese market. |
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