Consumer Perception of Data Capture by AI Tools

Abstract

Artificial Intelligence has been transforming the way consumers interact with digital products and services, especially through data capture that allows experiences to be personalized and preferences to be anticipated. This research sought to analyze how the perception of consumers is influenced by the collection of data by AI systems, while exploring the role of the perception of value generated by AI and expectations of transparency in building algorithmic trust. To this end, an online experimental study was conducted with a between-subjects questionnaire, in which participants were randomly exposed to two different scenarios - high versus low data capture - in the context of a streaming platform. The results showed that although the manipulation was effective in changing perceptions of the volume of data collected, it had no direct impact on users' trust in AI systems. Only the perception of value generated by AI proved to be a determining factor in increasing trust, regardless of the amount of data captured or expectations of transparency. These results suggest that perceived value plays a central role in consumer attitudes towards algorithmic technologies, more so than the level of data collection or clarity about this process. This study contributes to understanding the paradox between personalization and privacy, offering relevant insights for companies and institutions seeking to balance the effectiveness of their AI systems with building trusting relationships with users.