The Impact of AI-Generated Personalized Advertising on Consumer Trust and Purchase Intentions: A Case Study of the Beauty and Personal Care Industry

dc.abstract.en	This master's thesis investigates the impact of AI-generated personalized advertising on consumer trust and purchase intentions within the beauty and personal care industry. As artificial intelligence (AI) increasingly reshapes digital marketing, this study specifically examines the mechanisms through which AI, acting as an intelligent filter rather than merely a content generator, influences consumer perceptions. The research employs a mixed-methods approach, combining an experimental design (N=111, comparing AI-personalized ads with traditional ads) and a questionnaire survey with semi-structured interviews (N=9) involving participants from Chinese, Polish, and German cultural backgrounds. Key quantitative findings indicate that AI-personalized advertisements significantly enhance consumer ad trust (H1 supported). Consumers' positive perception of AI's filtering role in delivering relevant content is a crucial factor in this trust formation (H2 supported). Furthermore, emotional authenticity/resonance partially mediates the relationship between AI personalization and consumer trust (H3 supported). However, perceived algorithmic transparency did not significantly moderate the impact of personalization on ad trust in this study's context (H4 not supported), with qualitative data revealing complex consumer attitudes towards transparency. Cultural background was found to moderate the effect of AI personalization on purchase intention, particularly for German participants, but not significantly on ad trust (H5 partially supported). Qualitative findings from in-depth interviews further enriched these results, identifying five core themes: (1) the dual perception of AI's utility, balancing accurate screening with information interference; (2) the consumer quest for genuine emotional connection amidst skepticism towards marketing ploys; (3) the complex trade-offs consumers make regarding algorithmic transparency, oscillating between the right to know and a desire to avoid feeling over-informed or exposed; (4) the significant role of cultural context in shaping AI ad reception, including privacy sensitivities and value alignments; and (5) consumer expectations for future AI advertising to balance accuracy and convenience with respect and empowerment. The study concludes that while AI personalization offers significant potential for enhancing consumer trust and engagement in the beauty industry, its effectiveness is contingent upon the perceived efficacy of its filtering role, the authenticity of emotional connections, a nuanced approach to transparency, and deep cultural adaptation. Theoretical contributions extend understanding of trust mechanisms in AI-mediated communication, while practical recommendations guide marketers in developing more effective and ethical AI advertising strategies.
dc.affiliation	Uniwersytet Warszawski
dc.affiliation.department	Wydział Zarządzania
dc.contributor.author	Huang, Xiaohan
dc.contributor.promoter	Ścibor-Rylski, Michał
dc.contributor.reviewer	Dziewanowska, Katarzyna
dc.contributor.reviewer	Ścibor-Rylski, Michał
dc.date.defence	2025-06-24
dc.date.issued	2025
dc.date.submitted	2025-06-05
dc.identifier.apd	241868
dc.language	en
dc.language.other	pl
dc.publisher	Uniwersytet Warszawski
dc.rights	ClosedAccess
dc.subject.en	AI-Generated Advertising
dc.subject.en	Personalized Advertising
dc.subject.en	Consumer Trust
dc.subject.en	Purchase Intention
dc.subject.en	Emotional Authenticity
dc.subject.en	Emotional Resonance
dc.subject.en	Algorithmic Transparency
dc.subject.en	AI Filtering Role
dc.subject.en	Personalization Paradox
dc.subject.en	Cross-Cultural Consumer Behavior
dc.subject.en	Beauty Industry
dc.subject.en	Digital Marketing
dc.subject.en	Mixed-Methods Research.
dc.title	The Impact of AI-Generated Personalized Advertising on Consumer Trust and Purchase Intentions: A Case Study of the Beauty and Personal Care Industry
dc.title.alternative	Wpływ reklam spersonalizowanych generowanych przez sztuczną inteligencję na zaufanie konsumentów i ich intencje zakupowe: Studium przypadku branży kosmetyków i produktów do pielęgnacji osobistej
dc.type	MasterThesis