AI-Driven Hyper-Personalization, Consumer Sovereignty Loss, and the Transition Toward Subscription Economy: An Information Foraging Autonomy Perspective: An Information Foraging Perspective

Abstract

Artificial intelligence-driven hyper-personalization has revolutionized marketing efficiency but simultaneously erodes consumer sovereignty through structural constraints on information exploration pathways. This study proposes the Information Foraging Autonomy Score (IFAS) - a novel metric operationalizing consumer decision autonomy within algorithmic recommendation ecosystems. Analysis draws from Cisco Consumer Privacy Survey 2024 (n=3,400 global consumers), Korea Consumer Commerce Association survey 2025-2026 (n=1,000 Korean consumers), EU Digital Services Act consumer impact study (n=2,300), and comparative firm cases including ZARA (SVD+RNN inventory optimization), Sephora Virtual Artist (AR personalization), and Coupang Rocket Membership (domestic subscription benchmark). A Difference-in-Differences model (n=1,247 matched pairs, 2024Q4-2026Q1) demonstrates subscription economies increase IFAS by +23.5 points (p<0.01) versus performance marketing environments. Key findings reveal hyper-personalization reduces choice autonomy by 30% through daily ad exposures exceeding 5,000 impressions (CTR decline -25%, brand avoidance +76%, privacy distrust 91%), while subscription models recover +40% autonomy at modest efficiency cost (ROAS 5.5x→4.9x). Performance marketing exhibits structural exploration suppression (IFAS=35), whereas subscription architectures occupy optimal Autonomy-Efficiency Matrix quadrant (IFAS=70, ROAS=4.9x). Korean food e-commerce applications demonstrate viability: regional specialty producers can implement "default box + 3 alternatives" structures maintaining diversity while leveraging subscription lock-in benefits. Theoretical contributions include IFAS framework extending information foraging theory to algorithmic marketing, practical Autonomy-Efficiency Matrix for strategy positioning, and Korea-specific PIPA/AI Basic Act 2026 compliance roadmap linking consumer rights (explanation/opt-out) to marketing KPIs. Findings challenge the personalization=utility paradigm, demonstrating autonomy preservation as long-term LTV prerequisite amid escalating privacy fatigue and regulatory pressures.