AI-Driven Personalization in Digital Marketing: A Literature Review of Consumer Trust and Brand Loyalty

Review

Open Access

Peer-reviewed

AI-Driven Personalization in Digital Marketing: A Literature Review of Consumer Trust and Brand Loyalty

Dr. Ilyas ur Rahman

DIP: 18.02.003/20251004

DOI: 10.25215/2455/1004003

Received: October 09, 2025; Revision Received: October 24, 2025; Accepted: October 27, 2025

Abstract

This literature review examines the current state of research on artificial intelligence-enabled personalization strategies and their influence on consumer trust and brand loyalty in digital marketing. By synthesizing recent industry reports, case studies, and marketing research from 2024-2025, this review identifies key themes in how AI personalization affects consumer behavior. Findings reveal that while AI personalization significantly enhances consumer engagement and business outcomes, privacy concerns represent a critical moderating factor in trust development. This review provides a comprehensive framework for understanding the balance between personalization effectiveness and ethical data practices, offering insights for both academic researchers and marketing practitioners navigating the AI-driven marketing landscape.

Keywords

The author appreciates all those who participated in the study and helped to facilitate the research process.

The author declared no conflict of interest.

This is an Open Access Research distributed under the terms of the Creative Commons Attribution License (www.creativecommons.org/licenses/by/2.0), which permits unrestricted use, distribution, and reproduction in any Medium, provided the original work is properly cited.

Responding Author Information

Dr. Ilyas ur Rahman @ profiurahman@gmail.com

AI-Driven Personalization in Digital Marketing: A Literature Review of Consumer Trust and Brand Loyalty

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Article Overview

ISSN 2455-670X

DIP: 18.02.003/20251004

DOI: 10.25215/2455/1004003

Published in

Volume 10 Issue 4, October-December, 2025

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