Consent Fatigue, Consumer Trust, and Behavioural Intentions in Perceived AI-Enabled Personalization

The rapid advancement of artificial intelligence (AI) in digital marketing has significantly enhanced firms’ ability to deliver personalized consumer experiences. However, increasing regulatory requirements and frequent requests for data permissions have created a phenomenon known as consent fatigue, where consumers become overwhelmed by repeated consent prompts. This study examines the impact of consent fatigue on consumer trust and behavioral intentions within AI-driven marketing environments. The research aims to investigate how excessive consent requests influence users’ perceptions of transparency, trustworthiness, and their willingness to engage with personalized digital services. Using a quantitative research design, data were collected through an online survey of active digital platform users and analyzed using Structural Equation Modeling (SEM). The findings reveal that higher levels of consent fatigue significantly reduce consumer trust and negatively influence behavioral intentions such as willingness to share data, engagement with personalized content, and continued platform usage. Furthermore, perceived transparency partially mediates the relationship between consent fatigue and consumer trust. The study concludes that while AI-driven personalization enhances marketing effectiveness, excessive consent mechanisms may undermine consumer trust and long-term engagement. The findings highlight the need for marketers and platform designers to develop more user-centered consent architectures that balance regulatory compliance with seamless user experience. This research contributes to the emerging literature on privacy, AI-driven marketing, and digital consumer behavior in the post-cookie era.