The Intrusiveness Paradox: A Systematic Review of the Dark Side of Artificial Intelligence in Consumer Behavior
Abstrak
This study examines the emerging dark side of Artificial Intelligence (AI) in marketing by addressing how AI-driven personalization shapes consumer perceptions of intrusiveness, privacy, and trust.While AI enhances personalization and customer experience, it simultaneously raises concerns about surveillance and loss of autonomy, creating a fundamental tension referred to as the Intrusiveness Paradox.To investigate this issue, a systematic literature review (SLR) was conducted following established review protocols, analyzing 56 peerreviewed journal articles published between 2022 and 2026.The study combines bibliometric mapping with a structured synthesis framework to identify dominant themes, theoretical foundations, research contexts, and methodological patterns.The findings reveal three primary research streams: emotional and psychological drivers such as perceived creepiness and human-like system design; the trade-off between privacy concerns and trust in data-driven personalization; and the impact of these factors on marketing outcomes including customer experience and brand attitudes.The results show that increased personalization and anthropomorphic design often intensify perceptions of surveillance, reduce trust, and trigger resistance among consumers.Despite rapid growth in this field, literature remains fragmented and heavily reliant on short-term and experimental approaches, with limited attention to longitudinal and real-world contexts.The study concludes that the negative consequences of AI are not isolated effects but interconnected responses reflecting a deeper tension between personalization and autonomy.By integrating these perspectives, the study contributes a unified conceptual understanding of the Intrusiveness Paradox and highlights the importance of transparent, ethical, and balanced AI design.These insights provide guidance for both researchers and practitioners seeking to develop AI systems that enhance value while preserving consumer trust and autonomy.
Identifier
- DOI: https://doi.org/10.56578/jorit050205
- OpenAlex: https://openalex.org/W7202288211