The personalisation and privacy paradox is one of the key challenges in the digital age.
Personalisation relies on consumers personal data, which means that higher levels of
personalisation require greater amounts of consumer data. On one hand, consumers expect
highly tailored consumer experiences, while on the other hand they express concerns about
data privacy and security. This divide represents a trade-off between the amount of data shared
and the quality of the consumer experience. Digitalization and rapid technological
advancements, particularly in the area of artificial intelligence, increase the potential and
options for personalisation but also amplify the complexity of the paradox. Various regulations
and initiatives aimed at consumer protection represent an important step toward data security
but often prove inadequate in practice. As a result, the primary responsibility lies within
individuals and organizations, which should strive for ethical practices that ensure
personalisation while respecting consumer privacy. Generation Z, having grown up with
technology, is more digitally literate and critical. In my research I examined the state of the
personalisation and privacy paradox among Generation Z. In the empirical part of the study, I
analysed the relationships between selected factors of the paradox. The results show that higher
levels of perceived benefits of personalisation increase consumers’ desire for personalisation.
Similarly, a higher level of consistency/relevance of the personalized content also positively
influences the desire for personalisation.
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