Artificial Intelligence in Personalisation and Its Impact on Consumer Trust

Artificial Intelligence (AI) has transformed digital commerce by enabling highly personalized consumer experiences. Through data-driven algorithms, businesses can recommend products, tailor promotions, and predict consumer behavior with increasing accuracy. While personalization improves convenience and engagement, it also raises concerns regarding privacy, transparency, and trust. These concerns may across cultures due to differences in social norms, technological adoption and regulatory environments. This article examines the function of AI-driven personalization in digital purchases and analyzes its impact on consumer trust from a cross-cultural perspective. The study important how cultural differences influence consumer perceptions of AI, trust formation, and purchasing behavior, and provides implications for businesses operating in global digital markets.