Samenvatting

This thesis explores how organizations can build stronger trust and transparency in AI-driven marketing. It examines customer concerns around data use, personalization, and algorithmic decision-making, and identifies practices that make AI more understandable, fair, and responsible. Through interviews with marketing professionals, the study highlights the importance of clear communication, ethical data handling, and human oversight. The findings show that when companies use AI transparently and respectfully, customers become more engaged, more trusting, and more loyal to the brand.