Hyper-Personalization in Marketing Campaigns: Is It Going Too Far?

Author(s)	Ms. Misheka Srivastav
Country	India
Abstract	This study critically examines the rise of hyper-personalization in marketing, an advanced form of digital targeting powered by artificial intelligence, machine learning, and real-time behavioral data. While hyper-personalization improves customer engagement and drives measurable business outcomes, it raises significant ethical, psychological, and cultural concerns. Using secondary research drawn from academic literature, industry reports, and case studies, this paper explores how hyper-personalized strategies influence consumer autonomy, trust, and emotional well-being. It also evaluates the blurred lines between relevance and manipulation, the risks of data misuse, and the cultural disparities in personalization receptivity. The findings suggest that hyper-personalization, when unchecked, can cross into intrusive territory, undermining transparency and user agency. The paper concludes with recommendations for responsible personalization frameworks that balance commercial goals with ethical accountability and user consent.
Keywords	Hyper-personalization, digital marketing, AI in marketing, consumer autonomy, behavioral targeting, data privacy, ethical marketing, algorithmic influence, surveillance capitalism, personalization ethics
Field	Mathematics > Economy / Commerce
Published In	Volume 7, Issue 5, September-October 2025
Published On	2025-09-05
DOI	https://doi.org/10.36948/ijfmr.2025.v07i05.54845

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