Lányi Beatrix – Fésü Fanni (2025): A bizalom szerepe a mesterséges intelligencia szépségipari elfogadásában. In: Szalkai Zsuzsanna – Bíró-Szigeti Szilvia – Iványi Tamás – Kelemen-Erdős Anikó (eds.): Tudományágak kaleidoszkópja – a marketing, mint transzdiszciplináris terület. Budapesti Műszaki és Gazdaságtudományi Egyetem, Gazdaság- és Társadalomtudományi Kar: Budapest. ISBN: 978-615-112-035-4 pp. 28–28.

Authors

• Beatrix, Lányi. Pécsi Tudományegyetem.
• Fanni, Fésü. Pécsi Tudományegyetem.

Abstract

The role of trust in the acceptance of artificial intelligence in the beauty industry

Consumer trust plays a key role in the acceptance of innovative technologies applied in the beauty industry as well as in their long-term market success. Artificial intelligence (AI) is no longer a futuristic concept but it is the cornerstone of the competitive advantage of companies operating in the sector. Artificial intelligence-based developments provide personalized solutions, but they can also have unwanted effects and include risks (eg. the use of personal data etc.). These concerns arise among those who have tried it for the first time as well as among professionals that use this technology for a long period of time. For this reason, it is worth considering to examine how domestic consumers relate to technological innovations in the beauty industry from the aspect of trust. The results of our research are essentially based on quantitative data (based on the answers of 174 respondents), but in-depth expert interviews were also conducted to gain a more nuanced understanding of the topic. There is a high level of uncertainty among respondents regarding products recommended by artificial intelligence, although significant number of the sample is open of trying them out, mainly due to personalization and curiosity. Trust is a key factor in the acceptance, but its lack significantly hinders the widespread of the use of this technology. Our results confirmed that respondents are fundamentally open to new developments, but we also highlight critical areas that have principle importance in terms of building trust and thus in the spread of the technology.

technological innovation trust artificial intelligence beauty industry

Language

hungarian

Details of publishing collection

Szalkai Zsuzsanna – Bíró-Szigeti Szilvia – Iványi Tamás – Kelemen-Erdős Anikó (eds.) (2025): Tudományágak kaleidoszkópja – a marketing, mint transzdiszciplináris terület. Budapesti Műszaki és Gazdaságtudományi Egyetem, Gazdaság- és Társadalomtudományi Kar: Budapest. ISBN: 978-615-112-035-4 DOI:10.62561/EMOK-2025

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