Zaupanje v dobi umetne inteligence: okvir za varovanje zasebnosti pri personaliziranem marketingu
DOI:
https://doi.org/10.32015/JIBM.2025.17.1.9Ključne besede:
prvoosebni podatki, personalizacija, zaupanje potrošnikov, tehnologije za varovanje zasebnosti, umetna inteligencaPovzetek
Razumevanje vloge lastnih, prvoosebnih podatkov in umetne inteligence (UI) je ključno v današnjem personaliziranem, podatkovno usmerjenem marketingu. Prvoosebni podatki – zbrani neposredno od uporabnikov z njihovim soglasjem – omogočajo učinkovito personalizacijo, hkrati pa odpirajo etična in pravna vprašanja. Ta konceptualni članek povzema akademsko literaturo o personalizaciji, zasebnosti in etiki uporaba umetne inteligence v marketingu, podprt pa je z raziskavo družbe iPROM (2025), ki je preučevala uporabo prvoosebnih podatkov v digitalnem oglaševanju v slovenskih podjetjih. Članek uvaja konceptualni okvir, ki temelji na zaupanju in povezuje zaznave potrošnikov glede zaupanja, pravičnosti in avtonomije. Prikazuje, kako tehnologije za varovanje zasebnosti, kakovostno upravljanje podatkov in skladnost s predpisi prispevajo k etični personalizaciji v marketingu. Raziskovalno vprašanje se glasi: Kako zrelost upravljanja s podatki v podjetju vpliva na zaznano etičnost personalizacije marketinga z uporabo umetne inteligence? Članek predlaga raziskovalne usmeritve in spodbuja odgovorne, k potrošniku usmerjene strategije, ki usklajujejo personalizacijo z varovanjem zasebnosti in zakonodajo.
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