HYPER-PERSONALIZATION FATIGUE: WHEN AI-DRIVEN MARKETING BECOMES INTRUSIVE

Abstract

The growth of artificial intelligence and digital technologies has changed the way companies interact with consumers. Today, businesses use hyper-personalization techniques to provide customized advertisements, product recommendations, and online experiences based on consumer behavior, interests, and browsing patterns. While personalized marketing helps improve convenience and customer engagement, excessive personalization has started creating negative reactions among consumers. This research study, titled “Hyper-Personalization Fatigue: When AI-Driven Marketing Becomes Intrusive,” examines how excessive AI-driven personalization affects consumer behavior, trust, privacy concerns, and purchase intention. The study focuses on understanding whether continuous exposure to personalized advertisements and recommendations leads to emotional fatigue and discomfort among digital consumers. The research is based on a quantitative and analytical approach. Primary data was collected through questionnaires from digitally active consumers, while secondary data was gathered from research articles, journals, industry reports, and online sources. Statistical tools such as correlation and regression analysis were used to interpret consumer responses and identify relationships between variables. The findings of the study reveal that consumers generally appreciate personalization when it improves convenience and helps them discover relevant products or services. However, excessive targeting, repetitive advertisements, and continuous tracking create feelings of irritation, intrusion, and mental exhaustion. Privacy concerns were found to play a major role in increasing personalization fatigue, as many consumers feel uncomfortable with the amount of personal data collected by digital platforms. The study also found that personalization fatigue negatively affects consumer trust and purchase intention. Consumers are less likely to engage with brands that appear overly intrusive or manipulative. The research highlights the importance of maintaining a balance between personalization and consumer privacy. The study concludes that organizations should adopt ethical and transparent personalization practices that focus not only on marketing effectiveness but also on consumer comfort and long-term trust. Responsible use of AI and data-driven marketing will become essential for building sustainable customer relationships in the digital era.