Zaghmout, Bilal ORCID: https://orcid.org/0000-0001-6296-9608, Achi, Francis ORCID: https://orcid.org/0000-0001-7463-3829 and Padmini Ema, Uma ORCID: https://orcid.org/0000-0003-0780-0417 (2024) Navigating Digital Leadership: How UK-Based Marketing Leaders are Redefining Brand Trust in an AI-Driven Era. British Journal of Management and Marketing Studies, 7 (4). pp. 126-142.

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Abstract

This study examined the impact of ethical leadership in AI-driven digital marketing on brand trust among UK consumers. As AI transforms digital marketing through personalisation and predictive tools, concerns about transparency, data privacy, and consumer autonomy have become vital for sustaining trust. Data was collected through 25 semi-structured interviews with marketing leaders and industry experts and three focus groups with UK consumers. The findings underscored the importance of ethical leadership, transparent AI use, and balancing personalisation with privacy in building consumer trust. Case studies of UK brands illustrated the successful alignment of AI with consumer expectations and regulations. This research contributed to digital marketing and AI ethics by offering insights into the relationship between ethical leadership, AI-driven personalisation, and brand trust, highlighting the need for responsible AI frameworks within the UK marketing sector.

Item Type:	Article
Status:	Published
DOI:	10.52589/BJMMS-QYHV6NAU
School/Department:	London Campus
URI:	https://ray.yorksj.ac.uk/id/eprint/11144

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