Artificial intelligence (AI) is increasingly used in marketing to deliver personalized messages and services. Although such tools create new opportunities, their acceptance by consumers depends on several factors that go beyond technology itself. This study examines how trust and ethical perceptions, familiarity and exposure to AI, digital consumer behavior, and identity concerns shape acceptance of AI-based personalized advertising. The analysis draws on data from 650 Greek consumers, collected through a mixed-mode survey (online and paper), and tested using logistic regression models with demographic characteristics included as controls. The results show trust and ethical perceptions of acceptance as factors, while familiarity with AI tools also supports positive attitudes once trust is established. In contrast, digital consumer behavior played a smaller role, and identity-related consumption was negatively associated with acceptance, reflecting concerns about autonomy and self-expression. Demographic factors, such as age and income, also influenced responses. Overall, the findings suggest that acceptance of AI in marketing is not only a technical matter but also a psychological and social process. This study highlights the importance for firms to build trust, act responsibly, and design personalization strategies that respect consumer identity and ethical expectations.

The rapid diffusion of artificial intelligence (AI) in marketing has reshaped how consumers interact with digital content and evaluate ethical aspects of firms. The present study examines how familiarity with and trust in AI shape consumers’ acceptance of AI-based advertising and, in turn, their ethical purchasing behavior. Data were collected from 505 Greek consumers through an online survey and analyzed using hierarchical and logistic regression models. Reliability and validity tests confirmed the robustness of the measurement instruments. The results show that familiarity with AI technologies significantly enhances trust and ethical confidence toward AI systems. In turn, trust in AI strongly predicts the consumers’ acceptance of AI-driven advertising, while acceptance positively affects ethical consumption intentions. The findings also confirm a mediating relationship, indicating that acceptance of AI-based advertising transmits the effect of AI rust to ethical consumption. By integrating ethical and technological dimensions within a single behavioral model, the study provides a more comprehensive view of how consumers form attitudes toward AI-enabled marketing. Overall, the findings highlight that transparent and responsible AI practices can strengthen brand credibility, foster ethical engagement, and support more sustainable consumer choices.

The rapid diffusion of artificial intelligence (AI) in marketing has reshaped how consum-ers interact with digital content and evaluate ethical aspects of firms. This study examines how familiarity with and trust in AI influence consumers’ acceptance of AI-based adver-tising and their ethical purchasing behavior. Data were collected from 505 Greek consum-ers through an online survey and analyzed using hierarchical and logistic regression models. Reliability and validity tests confirmed the robustness of the measurement in-struments. The results show that familiarity with AI technologies significantly enhances trust and ethical confidence toward AI systems. In turn, trust in AI strongly predicts con-sumers’ acceptance of AI-driven advertising, while acceptance positively affects ethical consumption intentions. The findings also confirm a mediating relationship, indicating that acceptance of AI-based advertising transmits the effect of AI trust to ethical consump-tion. Overall, the study integrates ethical and technological dimensions into a unified be-havioral model, highlighting the central role of moral trust in shaping consumer behavior in the digital era. The conclusions emphasize that transparent and responsible use of AI in marketing can strengthen brand credibility, foster ethical engagement, and contribute to more sustainable consumption practices.