How to Use AI in Marketing to Improve Consumers’ Experience

Personalization holds the key to trust in social media marketing

In his study, “AI-driven personalization: Unraveling consumer perceptions in social media engagement,” Tanawat Teepapal, a lecturer at International College, Rajamangala University of Technology Krungthep in Bangkok, Thailand examined the role of AI-enabled personalization when designing social media campaigns. The research used a stimulus-organism-response (S-O-R) model which linked AI stimuli to customer perceptions of trust, privacy concerns, perceived usefulness, and, consequently, consumer engagement.

Technological advances now give marketers the ability to refine their strategies and customize their responses to meet the needs of consumers. By facilitating personalization, enabling automation, data analysis, and predictive analytics, AI-driven marketing results in improved consumer experiences and better engagement.

The study confirmed its hypothesis that AI-enabled personalization positively influences trust, privacy concerns, and perceived usefulness. Trust and perceived usefulness also positively impacted consumer engagement, while privacy concerns do not. Unexpectedly, AI-enabled personalization doesn’t significantly affect customer engagement. The results emphasize perceived utility and trust as a significant mediating factor, underscoring its crucial contribution to fostering positive interactions between users and technology.