AI significantly impacts trust in online marketing, presenting both opportunities and challenges. On the positive side, AI-driven personalization can enhance user experience, making content more relevant and fostering a sense of understanding between brands and consumers. Furthermore, AI assists in fraud detection and delivering more efficient customer service, which can build credibility. However, significant concerns arise regarding data privacy, as AI systems collect vast amounts of user information. A lack of transparency about AI's involvement, such as when interacting with chatbots, can also erode trust. Additionally, the potential for algorithmic bias and the perception of manipulation through highly targeted advertising can diminish consumer confidence. Ultimately, responsible AI implementation with clear ethical guidelines is crucial for maintaining and building trust. More details: https://opac.pkru.ac.th/cgi-bin/koha/tracklinks.pl?uri=https://abcname.com.ua/