AI-Powered personalization vs. blockchain-based privacy: a systematic literature review of consumer trade-offs in digital marketing
Résumé
Introduction AI drives hyper personalization in digital marketing while blockchain offers privacy and security. This review addresses the tension between consumer demand for customized experiences and growing concern over data safety. Methods This study applies the PRISMA framework to systematically review 56 peer reviewed papers published between 2015 and 2024 addressing AI personalization, blockchain privacy, and consumer trade offs in digital marketing. Results Three central themes emerged: (1) AI drives hyper personalization and ROI strategies, (2) blockchain enhances data security, trust, and GDPR compliance, (3) consumers face trade offs between convenience and privacy. Consumers accept personalized marketing when the mechanism is transparent and under their control. Blockchain reduces certain ethical issues linked to AI, including data exploitation and lack of auditability, but does not resolve algorithmic bias or scalability challenges. Twenty five percent of the analyzed research originates from India, showing regional concentration, while Africa and Latin America remain under represented. Discussion Marketers should adopt blockchain audited AI systems, such as transparent recommendation engines and decentralized data marketplaces, to build consumer trust. Policymakers should establish hybrid regulatory ecosystems that balance innovation with ethical compliance, including GDPR consistent consent mechanisms and global interoperability standards. Cross discipline collaboration remains necessary to align technology with consumer centric values and ensure equitable adoption of AI and blockchain across markets.
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