AI-Driven Personalization in Food Delivery Platforms: Its Impact on Consumer Trust in Ahmedabad

Abstract

The rapid growth of digital technology and Artificial Intelligence (AI) has transformed the way consumers interact with food delivery platforms such as Swiggy and Zomato. These platforms use AI-driven personalization to provide customized restaurant recommendations, food suggestions, personalized offers, discounts, and targeted notifications based on consumers' preferences and previous ordering behavior. Such features aim to improve the customer experience by making food discovery more relevant, convenient, and efficient. However, the use of consumer data for personalization also raises concerns regarding privacy, transparency, and trust.

The present study, titled “AI-Driven Personalization in Food Delivery Platforms: Its Impact on Consumer Trust in Ahmedabad,” aims to examine how AI-driven personalization influences consumer trust in food delivery platforms. The study focuses on understanding consumers' perceptions of personalized recommendations and offers, their perceived relevance and convenience, concerns regarding the collection and use of personal data, and their confidence in the platforms providing these services. It also examines the relationship between consumer trust and consumers' intention to continue using food delivery platforms.

The study adopts a descriptive and analytical research design using primary data collected through a structured questionnaire. The questionnaire consists of 15 questions, including demographic and food delivery usage-related questions, along with statements measured using a five-point Likert scale ranging from “Strongly Disagree” to “Strongly Agree.” The questionnaire is designed to collect information about respondents' experiences with AI-driven personalization, privacy concerns, transparency, consumer trust, and continued usage intention. The geographical scope of the study is Ahmedabad, Gujarat, and the target respondents are consumers who use food delivery platforms.

The research seeks to understand both the positive and negative aspects of AI-driven personalization. On the positive side, personalized recommendations and offers may help consumers discover suitable food options and make ordering decisions more easily. On the other hand, concerns about how personal information is collected, stored, and used may influence consumers' willingness to trust these platforms. Transparency in data usage and responsible handling of consumer information may therefore be important factors in building and maintaining trust.

The study further considers whether consumer trust is associated with the intention to continue using food delivery platforms. Understanding this relationship may help explain how platforms can balance personalized customer experiences with privacy protection and transparency. The findings, based on the responses collected and analyzed, are expected to provide insights into consumer perceptions of AI-driven personalization in Ahmedabad.

Overall, the study aims to contribute to a better understanding of the relationship between AI-driven personalization and consumer trust in the food delivery sector. It may help food delivery platforms identify ways to improve personalization practices, communicate data usage more clearly, address privacy-related concerns, and develop stronger consumer relationships. The study may also provide useful insights for marketers and platform managers seeking to use AI responsibly while maintaining consumer confidence and encouraging continued platform usage.