Summary statistics of identified barriers (Delphi stage)
| No. | List of factors | Average score | Ranking | SD | Skewness | Kurtosis |
|---|---|---|---|---|---|---|
| F1 | Poor data quality limits the effectiveness of AI in delivering personalized marketing | 3.450 | 2 | 1.954 | 0.300 | −1.168 |
| F2 | Incompatible systems disrupt the integration of AI into personalized marketing tools | 4.390 | 8 | 1.903 | −0.203 | −0.939 |
| F3 | Resistance to change slows the adoption of AI in personalized marketing strategies | 3.880 | 4 | 1.654 | −0.192 | −0.966 |
| F4 | Lack of skilled professionals hampers the use of AI in personalized marketing | 4.300 | 7 | 2.201 | −0.243 | −1.434 |
| F5 | Ethical concerns reduce trust in using AI for personalized customer engagement | 3.700 | 3 | 2.128 | 0.051 | −1.471 |
| F6 | Uncertain return on investment discourages the use of AI in personalized marketing | 4.670 | 10 | 1.708 | −0.524 | −0.370 |
| F7 | Privacy concerns restrict the use of personal data for AI-driven marketing | 4.520 | 9 | 2.138 | −0.339 | −1.323 |
| F8 | Limited awareness about AI reduces its adoption in personalized marketing | 3.940 | 5 | 1.853 | 0.000 | −1.002 |
| F9 | High costs make it difficult to implement AI for personalized marketing | 3.240 | 1 | 1.601 | 0.695 | 0.181 |
| F10 | Inadequate infrastructure limits the scalability of AI in personalized marketing | 4.150 | 6 | 1.460 | −0.664 | 0.089 |
| No. | List of factors | Average score | Ranking | Skewness | Kurtosis | |
|---|---|---|---|---|---|---|
| F1 | Poor data quality limits the effectiveness of | 3.450 | 2 | 1.954 | 0.300 | −1.168 |
| F2 | Incompatible systems disrupt the integration of | 4.390 | 8 | 1.903 | −0.203 | −0.939 |
| F3 | Resistance to change slows the adoption of | 3.880 | 4 | 1.654 | −0.192 | −0.966 |
| F4 | Lack of skilled professionals hampers the use of | 4.300 | 7 | 2.201 | −0.243 | −1.434 |
| F5 | Ethical concerns reduce trust in using | 3.700 | 3 | 2.128 | 0.051 | −1.471 |
| F6 | Uncertain return on investment discourages the use of | 4.670 | 10 | 1.708 | −0.524 | −0.370 |
| F7 | Privacy concerns restrict the use of personal data for AI-driven marketing | 4.520 | 9 | 2.138 | −0.339 | −1.323 |
| F8 | Limited awareness about | 3.940 | 5 | 1.853 | 0.000 | −1.002 |
| F9 | High costs make it difficult to implement | 3.240 | 1 | 1.601 | 0.695 | 0.181 |
| F10 | Inadequate infrastructure limits the scalability of | 4.150 | 6 | 1.460 | −0.664 | 0.089 |
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