Privacy is The New Global Currency. Does Consumer Risk Perception Impact the Behaviour of Marketers Towards the Use of Artificial Intelligence?

This paper is predominantly designed to study different types of AI users and the interplay of their concerns about invasions of privacy and self-disclosure of personal information. This study deployed a quantitative approach, through using online questionnaire is developed to measure AI users’ privacy attitudes and their behavioural experiences. The sampling technique is carefully identified and customized to meet the needs of the web-based survey. This study employs a non-probability sampling approach. To obtain a reasonable representation of AI users worldwide, snowball sampling is adopted. This study provides an important opportunity to advance the understanding of the ethical challenges of AI in marketing. In particular, the study carries both theoretical and practical significance. This study is of theoretical significance to research on the ethical challenges of AI in marketing. The study is among one of the first attempts that examine privacy concerns in the context of artificial intelligence and that explain the phenomenon of privacy paradox. This study proposes an AI Privacy Matrix by expanding theoretical scope of privacy typologies (Westin, 1996; Sheehan, 2002) in the AI context. It will empirically validate and expand the research area the AI Privacy Matrix can be applied to.