Seshadripuram Research Foundation
Published June 30, 2026 | Version v1
Journal article Open

Ethical AI in Marketing: The Role of Transparency, Trust, and Privacy in Shaping Customer Loyalty Across Digital Platforms

Authors/Creators

  • 1. ROR icon Tumkur University

Contributors

Registration authority:

  • 1. Seshadripuram Research Foundation
  • 2. ROR icon Seshadripuram First Grade College

Description

Abstract

Artificial intelligence (AI) is a significant aspect of digital marketing since it enables decision-making and recommendations by computers. The rise in awareness among consumers using data gathering techniques has raised concerns regarding ethics in terms of privacy and trust when using AI in digital marketing. This study will examine the relationship between ethical considerations in AI usage in digital marketing and consumers' brand loyalty.

The research explores the impact of transparency and privacy in AI on consumer trust, and subsequently, on brand loyalty in online platforms. Using the Technology Acceptance Theory and Trust-Based Relationship Marketing Theory, this research puts forward a conceptual framework in which trust is the mediator between the various ethical factors of AI (transparency and privacy) and brand loyalty.

A quantitative research design was used to collect data from 300 users of AI-enabled digital marketing platforms. Using SPSS Statistics, statistical analysis was carried out to look into the mediating interactions between the variables. The work contributes to the expanding corpus of research on ethical AI marketing by integrating ethical design principles into customer behavior models. It provides theoretical and managerial insights into how transparency and privacy assurance foster trust, which in turn increases enduring customer loyalty in AI-driven digital ecosystems.

Keywords: Ethical AI, Transparency, Privacy, Trust, Customer Loyalty, Digital Marketing

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References

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