Personalization and Responsibility In Marketing and Ethics (PRIME): multimethod research into dilemmas, consumer perspectives and responsibilities for marketers in AI-driven marketing personalization

This interdisciplinary research draws insights from human-computer interaction, marketing, consumer studies and (business) ethics to develop an assessment framework that helps marketers navigate the dilemmas they face when using personalization algorithms in their daily work. For this aim, different perspectives are considered:

• The marketer: which dilemmas do they face, to what extent do they feel supported by current legal or organizational guidelines, and which frameworks are needed for different types of marketers?
• The customer: what data are customers willing to share? When does personalization become intrusive? What risks are they aware of?
• The organization: which stakeholder (e.g. AI-strategist, data scientist, privacy officer or marketer) is responsible for which part of the customer journey?

These perspectives together lead to a comprehensive, practically relevant normative assessment framework for marketers.

Researchers

Alycia Colijn – PhD Student

Academic supervisors

Prof. dr. ir. Judith Masthoff
Dr. Gerrita van der Veen
Dr. Jelle van Baardewijk

Academic partners

Lectoraat Marketing & Customer Experience – Hogeschool Utrecht
Lectoraat Bedrijfsethiek – Hogeschool Rotterdam
Department of Information and Computing Sciences (Human-Centered Computing) – Universiteit Utrecht