ABSTRACT
The main objective of this study is to understand the implications of artificial intelligence (AI) and its influence on data privacy. Via a series of case studies and discussions, this chapter strives to provide insights into data privacy issues facing marketers and customers in the digital space through their usage of AI. To achieve this, this chapter will align and extend AI and data privacy knowledge in two ways. First, by providing information on AI types (natural language processing, machine learning, and deep learning) and how/what customer data AI uses (e.g., segmentation and targeting, personalization, and customer service) along with a discussion of the accompanying arising data privacy issues. Then, this chapter will provide potential solutions to the problems presented and identified throughout this chapter (e.g., data value propositions, degree of personalization, and federated learning). The identified privacy issues and accompanying solutions within this chapter will hopefully aid the understanding of current and future marketing practitioners and academics in their use and understanding of AI.
