Kave Habib Edin

Area of interest

AI-Driven Marketing and Algorithmic Personalisation, Consumer Identity, Autonomy, Privacy and Trust

Research

My research examines artificial intelligence and algorithmic personalisation in marketing and consumer life through complementary quantitative, qualitative and philosophical approaches. My empirical research uses cross-national surveys, experiments and interviews with practitioners to study consumer autonomy, privacy, trust, transparency, meaningful user control, responsible design and sustainability. My philosophical research draws on the philosophy of technology and existential phenomenology, particularly Martin Heidegger, to investigate how recommendation systems shape identity, agency, well-being and the possibilities people encounter. Together, these strands address a common question: how can AI-based personalisation create value without narrowing human possibilities or undermining autonomy?

CURRENT FUNDED PROJECTS

INDIA PARTNER PROJECT: AI-DRIVEN PERSONALISED MARKETING (2026–2027)

A funded collaboration between Mid Sweden University and VIT Business School, Vellore Institute of Technology, examining AI-driven personalised marketing, consumer autonomy, privacy and responsible design across Sweden and India.

Working articles

1. From Personalisation to Surveillance: The Autonomy Paradox of AI-Driven Personalisation under Privacy Salience and Cross-Cultural Differences.
This paper examines the positive and negative pathways through which algorithmic personalisation can support autonomy while simultaneously creating perceptions of surveillance and autonomy threat. It combines a cross-cultural survey in Sweden and India with a 2 × 2 online experiment manipulating personalisation intensity and privacy salience.

2. Designing for Persuasion: How Marketing Practitioners in Sweden and India Design and Govern AI-Driven Personalisation.
This qualitative paper investigates how marketing practitioners understand and manage persuasion, consumer autonomy, privacy and responsibility when designing personalised systems. It uses semi-structured practitioner interviews and reflexive thematic analysis.

CHALLENGEEU PROJECT: SUSTAINABLE AI IN MARKETING (2026–2027)

An active, funded collaboration between Mid Sweden University and South East European University in North Macedonia, connecting sustainable AI, marketing, governance and consumer autonomy.

Working articles

1. The Material and Governance Footprint of AI-Personalised Marketing.
This article investigates the environmental footprint of AI-personalisation processes and the governance conditions surrounding transparency and meaningful user control. It uses a matched multiple-case design examining approximately 8–12 AI-personalisation workflows in Sweden and North Macedonia.

2. Environmental Disclosure, User Control, and Perceived Autonomy in AI-Personalised Marketing.
This article examines whether environmentally responsible AI personalisation can be implemented without diminishing consumer autonomy. It uses a preregistered Sweden–North Macedonia 2 × 2 experiment comparing environmental-impact disclosure versus no disclosure and meaningful versus minimal user control, with perceived autonomy as the primary outcome.

ALGORITHMIC PERSONALISATION AND HUMAN EXISTENCE

Working article

The Shrinking Self: How Consumers Experience Algorithmic Personalisation as Reshaping Who They Are.
This article draws on existential phenomenological interviews with 15 users of personalised platforms to investigate how algorithmic recommendations shape identity, agency and the possibilities people encounter. The interviews are analysed through a hermeneutic circle supported by reflexive analytical memos.

Teaching and tutoring

Marketing, Research Methods, Finance, Organisation

Extra contact information

LinkedIn | ResearchGate | ORCID

Research projects

Current

Digital banking and finance

Financial robo-advisors and AI

Mobile banking services