بن سالم، سهام2026-07-212026https://dspace.univ-ghardaia.edu.dz/handle/123456789/10736This study investigates the impact of Artificial Intelligence (AI) applications in digital marketing on consumer privacy, focusing on AliExpress users in Algeria. By utilizing a descriptive analytical approach and Structural Equation Modeling (SEM), the research examines the dualistic nature of AI: while it optimizes personalized marketing and shopping experiences, it simultaneously poses significant risks through behavioral tracking and data collection without explicit consent. Empirical results reveal a significant statistical relationship between AI practices and consumer privacy perceptions; specifically, while AI enhances shopping efficiency, practices such as continuous tracking negatively impact users' perception of privacy. The study concludes that navigating this tension requires a robust integration of ethical AI frameworks, transparent privacy policies, and advanced privacy-preserving technologies (e.g., federated learning), aligning with global regulations like the GDPR to foster consumer trustالذكاء الاصطناعي (AI) ؛ التسويق الرقمي؛ خصوصية المستهلك؛ البيانات الضخمة (Big Data) ؛ النمذجة الهيكلية (SEM)Thesis