Artificial Intelligence (AI) is rapidly becoming a core element of modern marketing practice. Organisations increasingly rely on AI-based tools such as personalised recommendations, automated messaging, and targeted advertising to improve customer engagement and marketing efficiency. These technologies allow brands to communicate with consumers in ways that feel more relevant and customised. At the same time, the widespread use of AI has raised important concerns about data privacy, transparency, and ethical responsibility. Such concerns directly influence the extent to which consumers trust brands that rely on AI systems. Responsible marketing emphasises transparency, fairness, and respect for consumer interests. When AI technologies are implemented responsibly, they have the potential to strengthen trust and foster long-term customer relationships. This study explores consumer trust in AI- driven responsible marketing by examining consumer awareness of AI applications, perceptions of responsible AI practices, and resulting behavioural responses. Drawing on existing Indian research in the areas of AI marketing and ethical practices, the study proposes a conceptual framework linking awareness, responsible AI perception, consumer trust, and behavioural outcomes.
