[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"doc-detail-81192-en":3,"doc-seo-81192-105":29,"detail-sidebar-cat-0-en-105":91},{"code":4,"msg":5,"data":6},0,"success",{"doc_id":7,"user_id":8,"nickname":9,"user_avatar":10,"doc_module":4,"category_id":11,"category_name":12,"doc_title":13,"doc_description":14,"doc_content":15,"file_id":16,"file_url":17,"file_type":18,"file_size":19,"view_count":20,"is_deleted":4,"is_public":20,"is_downloadable":20,"audit_status":20,"page_count":21,"language":22,"language_code":23,"site_id":24,"html_lang":23,"table_of_contents":25,"faqs":26,"seo_title":13,"seo_description":14,"update_tm":27,"read_time":28},81192,687197207639,"Asher","https://ap-avatar.wpscdn.com/davatar_a8503ba1806abce46bf441b54a3ca4cd",8,"Research & Report","In Smartness We Trust Consumer Experience","Artificial intelligence increasingly shapes marketing communications and management through personalization, improving user experience by recognizing data patterns in context. At the same time, personalization intensifies privacy concerns because consumers fear companies may use information to infer interests, history, and intent. Evidence from industry surveys and smart-speaker adoption shows consumers feel both motivated by relevant journeys and uneasy about “creepy” data practices and passive listening. The study examines how consumers balance personalization benefits with privacy concerns across single and multiple smart devices, emphasizing motivation, experience, and trust.","The applications of artificial intelligence (AI) technology in various aspects of marketing communications and management have increased exponentially in recent years. Among all the potential benefits,“personalization” has been said to offer one of the most powerful means of enhancing user experience and connecting with consumers in context through AI’s ability to recognize patterns from data (Huang & Rust, 2021; Montes, Sand-Zantman, & Valletti, 2019) . At the same time, such systems increasingly raise privacy concerns as consumers worry about the risks associated with having their information used by companies to uncover their interests, history, and intent (Vimalkumar, et al., 2021) . This predicament is reflected by an Accenture survey that found 83% of the responding consumers willing to share their data to enable a personalized experience, but, at the same time, about 40% of them felt most companies used their data to engage them in a “creepy” way (Accenture Interactive, 2018) . Similarly, while half of the U.S. homes now have access to smart speakers (Loup Ventures, 2019), over 40% of the smart speaker users are concerned about issues related to trust, privacy, and passive listening (Perez, 2019) . It is evident that consumers are conflicted between their needs for relevant customer journey through personalization and distrust of such smart systems/technologies.  \nWhile many scholars have attempted to understand the dynamics ofthis personalizationprivacy paradox (PPP) (Cloarec, 2020; Karwazi, et al. ; Zeng, et al., 2021) and the motivators for smart device adoptions (Lee & Cho, 2020), industry practitioners are trying to figure out the best strategies to utilize smart devices as personalized media or brand engagement platforms without alienating the consumers (Bullard, 2019; Kemp, 2019) . The consensus thus far is that it is challenging to configure a service/device with desirable personalization while alleviating private concerns as there are many contexts of interactions and consumers have different valuation of privacy and therefore preferences (Karwatzki, et al., 2017 ; Lee & Rha, 2016) . As smart home  \ndevices continue to evolve and AI technology advances, consumers are experiencing such Internet of Things in their daily lives with increasing frequency and extent (Consumer Technology Association, 2020 ; Harbor Research, 2020), possibly shaping how they consider the roles of privacy and personalization. The progressively more convenient and easier interactions with these devices in consumers’ everyday life also suggest a growing intimacy with and even trust of these devices when consumers balance the personalization benefits with their privacy concerns (Ferraris, et al., 2020) . In other words, as today’s consumers integrate more and more smart devices into their daily lives, it is unclear how the newfound, deeper experiences with and the motivations of using these devices play a role in the deliberation of the personalizationprivacy paradox. Another aspect of such human-machine interactions is the growing importance of the “trust” construct in this process. Cannizzaro, et al. (2020) have consistently argued that“trust” is the cornerstone of understanding the adoption of smart homes as it conveys value and meaning. Yet limited studies have addressed trust in the content of both smart devices and PPP.  \nAs Ameen, Hosany, and Tarhini (2021) suggested, consumer interaction with cuttingedge technologies is still at an early stage, and there is evidence that consumers are increasingly seeking to influence the technology around them rather than being passively affected by technology. Such a dynamic has significant implications on the consideration of personalization vs. privacy. Furthermore, consumers are likely to experience several technologies simultaneously, but many studies have focused on interactions with one technology at a time (Ameen, et al., 2021; Barwitz & Maas, 2018). This study attempts to examine the balan","cbCaibEmtSO6JOIL","https://ap.wps.com/l/cbCaibEmtSO6JOIL","pdf",406105,1,34,"English","en",105,"# Introduction\n## Personalization vs. privacy paradox\n## Role of trust and human-machine interaction\n# Literature Review\n## Smart devices and smart home market\n## Privacy concerns in adoption\n## Personalization benefits and barriers\n# Study Approach\n## Research objective and qualitative in-depth interviews","[{\"question\":\"What is the core issue behind the personalization–privacy paradox discussed in the document?\",\"answer\":\"Consumers are attracted to personalized experiences that improve relevance and customer journeys, but they also distrust smart systems due to fears about how their information is used to infer personal interests and intent.\"},{\"question\":\"Why does the document emphasize “trust” in smart home adoption?\",\"answer\":\"Trust is described as a cornerstone for understanding smart home adoption because it conveys value and meaning, yet limited studies have directly addressed trust in both smart-device content and the personalization–privacy paradox.\"},{\"question\":\"How does the study investigate the balance between personalization and privacy concerns?\",\"answer\":\"Using qualitative in-depth interviews, the study examines the perceptions and concerns related to single and multiple smart devices and how motivation, experience, and trust shape the 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is the core issue behind the personalization–privacy paradox discussed in the document?","Question",{"text":75,"@type":76},"Consumers are attracted to personalized experiences that improve relevance and customer journeys, but they also distrust smart systems due to fears about how their information is used to infer personal interests and intent.","Answer",{"name":78,"@type":73,"acceptedAnswer":79},"Why does the document emphasize “trust” in smart home adoption?",{"text":80,"@type":76},"Trust is described as a cornerstone for understanding smart home adoption because it conveys value and meaning, yet limited studies have directly addressed trust in both smart-device content and the personalization–privacy paradox.",{"name":82,"@type":73,"acceptedAnswer":83},"How does the study investigate the balance between personalization and privacy concerns?",{"text":84,"@type":76},"Using qualitative in-depth interviews, the study examines the perceptions and concerns related to single and multiple 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