The dark side of AI: An empirical study investigating the impact of privacy concern on perception towards AI created content within the educational domain in the developing Egyptian context. | ||
| مجلة البحوث المالية والتجارية | ||
| Volume 26, Issue 4, October 2025, Pages 312-339 PDF (441.05 K) | ||
| Document Type: المقالة الأصلية | ||
| DOI: 10.21608/jsst.2025.406735.2082 | ||
| Authors | ||
| Randa Talaat* 1; Ayat Mostafa2 | ||
| 1الاكاديميه العربيه للعلوم والتكنولوجيا و النقل البحري كليه الاداره قسم التسويق و الاعمال الدوليه | ||
| 2الاكاديميه العربيه للعلوم والتكنولوجيا و النقل البحري كليه الاداره | ||
| Abstract | ||
| This study explores the impact of privacy concerns on university students’ perceptions of Artificial Intelligence (AI)-generated content in the educational context of Egypt. Recognizing the growing influence of AI and the limited research on privacy-related issues, the study investigates how concerns over personal data affect users’ perception of AI through three key dimensions: exposure, attention, and interpretation. A survey design was employed, utilizing structured online questionnaires distributed to a nationally representative sample of Egyptian university students. These students had engaged with AI-created content during their academic experiences. Data was analyzed using SPSS 20.0® to assess the relationship between privacy concerns and perception of AI-generated messages. The findings indicate that while privacy concerns significantly and positively influence students’ exposure to AI content, the relationship is weak. However, privacy concerns showed no significant effect on attention and interpretation of such content. This suggests that although students may be cautious about AI due to privacy risks, these concerns do not strongly impact how they process or engage with AI information beyond initial exposure. The study concludes that students acknowledge the potential benefits of AI in education but remain wary about the privacy of their personal data, which partially influences their perceptions. This research contributes to AI and marketing literature by highlighting how privacy concerns shape user perception, particularly in a developing country context. It also introduces a novel focus on the elements of perception—exposure, attention, and interpretation—providing a descriptive snapshot of current attitudes in contrast to prior studies in developed settings. | ||
| Keywords | ||
| Privacy concern; AI; Technology; Education; Perception | ||
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