How To Enhance The Effectiveness Of Ai-Driven Personalization In Marketing: The Role Of Explainable Ai (Xai) In Building Perceived Value And Trust In Personalized Advertising In HCMC

Abstract

In an era dominated by AI-driven personalization in marketing, understanding the mechanisms behind its effectiveness is paramount. This study investigates the pivotal role of Explainable AI (XAI) in bolstering perceived value and trust within personalized advertising, specifically in Ho Chi Minh City (HCMC). By examining the perceptions and behaviors of consumers towards AI-driven personalization, this research aims to shed light on how XAI influences the perceived value and trust in personalized advertising. Through a mixed-methods approach incorporating qualitative interviews and quantitative surveys, data will be collected and analyzed to uncover the underlying dynamics. The findings are expected to contribute valuable insights into optimizing AI-driven personalization strategies, thereby enhancing their effectiveness in marketing practices in HCMC and beyond.