The influence of generative AI on consumer perceptions and decision-making: a study on personalization, trust and ethical implications

The rapid diffusion of generative artificial intelligence is transforming how firms design, personalize and deliver marketing communication. While artificial intelligence (AI) promises improvements in efficiency, engagement and targeting accuracy, its impact on consumer perceptions and behavioural outcomes remains theoretically and empirically debated. This thesis investigates the influence of generative AI on marketing effectiveness, trust, authenticity, with a specific focus on email communication, besides ethical evaluations. Integrating performance metrics with consumer psychology, the study examines whether AI-driven content and humanization cues influence perceived humanness and trust, and whether these perceptions translate into behavioural intentions. A between-subjects experimental design was implemented to test the effects of typographical imperfections and non-rounded send-time cues in promotional emails. The findings indicate that forced humanization does not significantly enhance perceived authenticity or trust, while timing precision exerts no measurable effect. Moreover, the results reveal a divergence between click intention and purchase intention, suggesting that improvements in engagement do not automatically translate into downstream conversion-related intentions. By linking AI effectiveness to perceptual mechanisms and ethical considerations, this thesis contributes to a more nuanced understanding of generative AI in marketing and highlights the importance of balancing automation, transparency and consumer trust in AI-mediated communication strategies.