Responsible AI in Consumer Engagement: Policy, Trust, and Practice (Paperback)

Artificial intelligence (AI) transforms consumer engagement by enabling personalized business experiences, automated customer interactions, and improved decision-making. While these advancements enhance customer satisfaction and operational efficiency, they raise concerns regarding data privacy, algorithmic bias, transparency, accountability, and ethical decision-making. Responsible AI becomes critical for AI technologies to develop and deploy in ways that are fair, trustworthy, and aligned with societal values. Effective policies and regulatory frameworks, combined with ethical governance and organizational best practices, foster consumer trust and promote responsible AI adoption. By balancing technological innovation with ethical principles and legal compliance, organizations can strengthen consumer confidence, improve long-term customer relationships, and support sustainable business growth. As AI reshapes the digital marketplace, understanding the intersection of policy, trust, and practice may create consumer engagement strategies that are both innovative and socially responsible. Responsible AI in Consumer Engagement: Policy, Trust, and Practice explores how responsible AI improves consumer engagement while ensuring fairness, transparency, accountability, and ethical decision-making. It examines the role of policies, governance frameworks, consumer trust, and organizational practices in promoting the responsible development and deployment of AI-driven customer interactions. This book covers topics such as risk management, consumer trust, and virtual influencers, and is a useful resource for business owners, engineers, marketers, policymaking, academicians, researchers, and scientists.

Muhammad Abdus Salam , known professionally as “Dr. Salam Shadhin,” is an award-winning academic and researcher. He is an Assistant Professor of Management Information Systems (MIS) at Noakhali Science and Technology University (NSTU). His research interests encompass topics related to Artificial Intelligence; Digital Literacy; Technology Transformation; Human-Computer Interaction; Generative AI, Deepfake, and Emerging Technologies; AI Ethics, Trust, and Governance; Sustainability, Green AI, and Digital Responsibility; and Technology in Consumer Culture and Societal Change. His research advances understanding of artificial intelligence and emerging technologies from commercial, social, and ethical perspectives, emphasizing real-world industry needs, responsible governance, digital literacy, community engagement, and sustainable innovation. His work highlights how the strategic design and deployment of AI and emerging technologies can enhance human–technology interaction, foster consumer trust, and generate transformative value across markets and society. Dr. Salam Shadhin was awarded the “Best Paper Award” at the 4th International Conference on Business, Economics, and Finance (ICBEF 2023) held at Universiti Brunei Darussalam, “Best Extended Abstract Award” at the 9th World Business Ethics Forum (WBEF 2025) hosted by City University of Macau, as well as the “PhD Colloquium Award 2025,” and “Best PhD Colloquium Award 2026” organized by the UBD School of Business and Economics (UBDSBE). Dr. Muhammad Abdus Salam earned his PhD from the UBD School of Business and Economics, an AACSB-accredited business school at Universiti Brunei Darussalam. He has published widely in scholarly journals and proceedings and coauthored several books through broad international research collaborations. Additionally, he provides expert commentary on technology and development in interviews with television channels and newspapers, and authors articles for both newspapers and scholarly periodicals. He has held the role of Tutor for multiple academic modules at the UBDSBE. He completed his Bachelor of Business Administration (BBA) and Master of Business Administration (MBA) from the University of Dhaka. He has presented research insights at numerous national and international conferences, seminars, and symposia. He has served as a moderator and chair for many international conferences, while also playing a vital role as a member of several conference committees. He serves as an expert reviewer for scholarly work, including journals such as Journal of Health Organization and Management, Journal of Advanced Transportation, Cogent Business & Management, Discover Global Society, and Discover Psychology, as well as for numerous books published by Springer, Wiley, Emerald, Elsevier, IGI Global, Sage, and Taylor & Francis.

Vai Shiem Leong is a Senior Assistant Professor at the UBD School of Business and Economics, Universiti Brunei Darussalam. She received her PhD in Marketing from the University of Nottingham, United Kingdom. Her primary research interests lie in marketing communication and service marketing. She has authored papers published in reputed journals, like Journal of Services Marketing, International Journal of Advertising, International Journal of Quality and Service Sciences, Journal of Consumer Behaviour, and more.

Nazlida Muhamad received her PhD in Marketing from The University of Western Australia in 1999. She has taught marketing modules in Malaysian, Saudi, Brunei and Australian public universities, prior to working at Prince Sultan University. Her research interests and publications are in the area of consumer behavior -with special interest on issues pertaining to Islam, and its role on Muslim consumer behaviors in the marketplace. Among others, her works are published in Psychology and Marketing, Journal of Islamic Marketing, Journal of Business and Policy Research, and Journal of computer-mediated communication.