Do consumers trust it? : Exploring consumers trust in artificial intelligence personalization

Abstract: Background: Artificial intelligence (AI) personalization approaches can increasingly be seen used in society today from businesses using it to analyze the behavior of their consumers to consumers using it to find for example jobs that match their persona. AI personalization delivers unique messages to an individual based on their previous data to improve the consumer experience. Previous research has not focused from the perspective of the consumer in combination with their trust towards AI personalization. Since AI personalization could be beneficial for society at large, stakeholders, policymakers, companies and the consumers, the understanding of consumers' perspectives are now more important than ever.  Purpose: The purpose of this study is to explore consumers' trust towards AI personalization.  Methodology: Since this bachelor thesis aims to fill a gap in the literature on providing insight on consumers' trust towards AI personalization, a qualitative research approach was used where seven semi-structured interviews were performed. Thus, gaining a deep insight of the subject in question which allowed for flexibility in the data collection. An interview guide was prepared and used to help guide the interviews to stay on topic. The sample method was made with purposive sampling to ensure previous experience and therefore the possibility to answer the questions asked.   Findings: This bachelor thesis identified three main findings in regards to consumers’ trust towards AI personalization to be influence of trust, mistrust and skepticism.  Conclusion: Concluding the thesis, three aspects of consumers' trust towards AI personalization was found having somewhat of a connection with each other implying that consumers base their trust, mistrust or skepticism differently.