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Volume 7, Issue 2-3
  • ISSN: 2050-0726
  • E-ISSN: 2050-0734

Abstract

Abstract

As conversational commerce and transformative technologies further develop connections between the retailer and consumer, the public at large tends to forget the amount of transparency allowed in order for these systems to work. As personalization and the integration of tech become more sophisticated and culturally embedded through items such as home assistants, there are genuine concerns regarding the consumer's loss of privacy. The article reflects and suggests a pause in how much privacy society may be giving up in the search for a streamlined and personalized shopping experience, by virtue of the power and knowledge AI provides the devices and systems that enable a consumer to shop online. The goal of the study was to investigate how much and why consumers are opting to relinquish privacy for efficiency in the retail experience. While it is often acknowledged that consumers are opting to share more about themselves in the digital world, the paper looks at the background of why this has happened. In addition, the study includes a literature review and interviews with industry experts on their perspectives as both consumers and digital and social media marketers.

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2020-03-01
2026-04-22

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/content/journals/10.1386/fspc_00023_1
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  • Article Type: Article
Keyword(s): Alexa; consumer privacy; conversational commerce; digital ethics; omnichannel; the Internet of Things; transformative technologies

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