Consumer Narratives on AI-Based Marketing Personalization Experiences: A Study of Habitus and Social Capital in the Jabodetabek Area

Abstract

This study aims to explore consumer narratives related to artificial intelligence (AI)-based marketing personalization experiences with a habitus and social capital approach in the Jabodetabek area. The study was conducted using qualitative methods through literature studies and library research to understand the socio-cultural dynamics that influence consumer interactions with AI-based marketing technology. The results of the study indicate that Jabodetabek consumers interpret marketing personalization as a form of innovation that offers convenience and relevance, but is not free from concerns about data privacy. Local habitus influenced by community norms, values, and habits also shape consumer responses to this technology. In addition, social capital, in the form of trust and community networks, plays an important role in determining the acceptance or rejection of AI-based personalization. Consumers who have high trust in relevant brands tend to be more receptive to personalization, while those who feel less transparency in the management of personal data show skepticism. This study also found that cultural relevance and local context are key factors in creating effective and meaningful personalization experiences. Thus, AI-based marketing strategies need to integrate a consumer-focused approach that is personal, ethical, and inclusive of local values. These findings are expected to contribute to the development of more adaptive and sustainable AI-based marketing strategies in the Jabodetabek area and other areas with similar characteristics.