Data privacy is often treated as a compliance burden, but Gatton Department of Marketing and Supply Chain Associate Professor Jordan Moffett studies whether companies can benefit when they give consumers more control over their data. In this video, Moffett discusses research on privacy, trust and business performance, including findings that companies can build stronger customer relationships when they embrace privacy. She also explains why privacy matters even more as artificial intelligence continues to change how companies collect, use and manage consumer data. Her recent work has been published in leading journals, including the Journal of Marketing and the Journal of International Business Studies, and has been featured by Harvard Business Review. Learn more about Gatton’s Department of Marketing and Supply Chain: https://gatton.uky.edu/faculty-research/departments/marketing-supply-chain #DataPrivacy #MarketingResearch #ConsumerTrust #BusinessResearch #GattonCollege #UniversityofKentucky