Snakes and Ladders: Unpacking the Personalisation-Privacy Paradox in the Context of AI-Enabled Personalisation in the Physical Retail Environment.

Artificial intelligence (AI) is expected to bring to the physical retail environment the kind of mass personalisation that is already common in online commerce, delivering offers that are targeted to each customer, and that adapt to changes in the customer's context. However, factors related to the in-store environment, the small screen where the offer is delivered, and privacy concerns, create uncertainty regarding how customers might react to highly personalised offers that are delivered to their smartphones while they are in a store. To investigate how customers exposed to this type of AI-enabled, personalised offer, perceive it and respond to it, we use the personalisation-privacy paradox lens.