AI-driven personalization has become a core part of e-commerce, enabling businesses to tailor recommendations based on consumer data. However, the increasing use of personal data raises ethical concerns, particularly around transparency, user control, and data misuse. These concerns are relevant in the European Union, where regulations like the General Data Protection Regulation require responsible data practices. Despite this, limited research examines how both consumers and strategic business leaders perceive trust in such systems. This study explores how privacy concerns affects trust in AI-driven personalization within European e-commerce, focusing on Generation X consumers and strategic business leaders. A qualitative research method was utilized to capture the diverse perceptions of consumers and strategic business leaders regarding trust in AI-driven personalization in e-commerce marketing. Thematic analysis was conducted following Braun and Clarke’s (2006) six-phase thematic framework. A case study of Zalando was a practical implementation to triangulate the interview findings with external sources of ethical AI-driven personalization in e-commerce marketing. The findings uncovered that trust is developed when personalization is implemented well, aligned with ethical implications, precise instructions with data collection and management, such as easy opt-out options, and compliance with legal principles. This study presents the Cognitive Calibration Model, where trust can be strengthened when personalization meets consumer needs and expectations, and company transparency. The findings contribute to marketing ethics and offer clear guidance for companies to integrate trustworthy and consumer-friendly AIdriven personalization in e-commerce.