Navigating Digital Leadership: How UK-Based Marketing Leaders are Redefining Brand Trust in an AI-Driven Era.

Abstract:

This study examines 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 underscore the importance of ethical leadership, transparent AI use, and balancing personalisation with privacy in building consumer trust. Case studies of UK brands illustrate the successful alignment of AI with consumer expectations and regulations. This research contributes 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.