Privacy perceptions of urban and educated Indian Gen Z consumers in Gen AI-driven hyper-personalized advertising

Roshith, V ORCID: 0000-0002-2044-0789, Peter, R, Mona, A.E, Lawrence, S, Narayanan, K and Yusaira, F (2026) 'Privacy perceptions of urban and educated Indian Gen Z consumers in Gen AI-driven hyper-personalized advertising.' Frontiers in Communication, 11.

Preview

Text 17829.pdf - Published Version CC BY 4.0. Download (879kB) | Preview

Abstract

Introduction: The rise of Generative AI has transformed digital advertising by enabling highly personalized experiences through technologies such as deepfakes, chatbots, and predictive algorithms. While these innovations enhance user engagement, they also raise significant concerns regarding user privacy and data protection in AI-driven hyper-personalized advertising environments. This study examines how urban, educated Indian Gen Z users perceive privacy in this context and what measures they consider necessary to safeguard their personal data. Methods: Twenty Gen Z participants were interviewed to explore their perceptions and concerns regarding AI-driven hyper-personalized advertising. The collected data were analyzed using reflexive thematic analysis to identify recurring patterns and themes related to privacy and data governance. Results: Two major themes emerged from the analysis. The first theme, privacy invasion and user consent perceptions , included subthemes of intrusion into privacy and data consent, highlighting participants' concerns regarding unauthorized data use and limited meaningful consent. The second theme, data ownership and regulation , comprised subthemes of data control and ethical regulation, reflecting participants' desire for greater agency over their data and stronger governance frameworks. Discussion: Based on the findings, the study proposes the Triad-C model as its key conceptual contribution. The model emphasizes consent, choice, and regulatory control as interlinked dimensions for addressing privacy concerns in AI-driven hyper-personalized advertising. Overall, the findings suggest that strengthening transparency, enhancing digital literacy, and improving regulatory oversight are important for fostering trust and supporting ethical engagement in AI-based marketing environments.

Item Type:	Article
Keywords:	AI driven hyper-personalized advertisements, digital advertising, Generative AI, Indian Gen Z consumers, privacy perceptions
Divisions:	School of Sciences
Date Deposited:	11 Jun 2026 13:26
Last Modified:	11 Jun 2026 13:26
ISSN:	2297-900X
URN:	https://researchspace.bathspa.ac.uk/id/eprint/17829

	Request a change to this item or report an issue
	Update item (repository staff only)