Molly Campbell

Molly Campbell, Ajay Kumar Shrestha

Smart Voice Assistants (SVAs) are deeply embedded in the lives of youth, yet the mechanisms driving the privacy-protective behaviors among young users remain poorly understood. This study investigates how Canadian youth (aged 16-24) negotiate privacy with SVAs by developing and testing a structural model grounded in five key constructs: perceived privacy risks (PPR), perceived benefits (PPBf), algorithmic transparency and trust (ATT), privacy self-efficacy (PSE), and privacy-protective behaviors (PPB). A cross-sectional survey of N=469 youth was analyzed using partial least squares structural equation modeling. Results reveal that PSE is the strongest predictor of PPB, while the effect of ATT on PPB is fully mediated by PSE. This identifies a critical efficacy gap, where youth's confidence must first be built up for them to act. The model confirms that PPBf directly discourages protective action, yet also indirectly fosters it by slightly boosting self-efficacy. These findings empirically validate and extend earlier qualitative work, quantifying how policy overload and hidden controls erode the self-efficacy necessary for protective action. This study contributes an evidence-based pathway from perception to action and translates it into design imperatives that empower young digital citizens without sacrificing the utility of SVAs.

Molly Campbell, Mohamad Sheikho Al Jasem, Ajay Kumar Shrestha

Smart Voice assistants (SVAs) are widely adopted by youth, yet privacy decision-making in these environments is often characterized by competing considerations rather than clear-cut preferences. While our prior research has examined privacy risks, benefits, trust, and self-efficacy as distinct predictors of behavior, less attention has been paid to how these factors combine into higher-level tension that shapes privacy outcomes. This study introduces a negotiation-based framework for understanding youth privacy decision-making with SVAs by operationalizing two composite indices: the Risk-Benefit Tension Index (RBTI) and the Control-Acceptance Tension Index (CATI), using survey data from 469 Canadian youth aged 16-24. We examine the distribution of these indices and their relationship with privacy-protective behavior and SVA usage. Results show that both indices are meaningfully associated with protective action. Frequent SVA usage exhibits more benefit-dominant and acceptance-leaning negotiation profiles, suggesting that convenience-driven engagement may come at the expense of perceived control. By reframing privacy decision-making as a process of negotiation rather than inconsistency, this study offers a complementary perspective on the privacy paradox and provides a compact measurement approach for capturing how youth navigate competing privacy pressures in voice-enabled ecosystems.

Molly Campbell, Yulia Bobkova, Ajay Kumar Shrestha

This paper investigates how gender shapes privacy decision-making in youth smart voice assistant (SVA) ecosystems. Using survey data from 469 Canadian youths aged 16-24, we apply multigroup Partial Least Squares Structural Equation Modeling to compare males (N=241) and females (N=174) (total N = 415) across five privacy constructs: Perceived Privacy Risks (PPR), Perceived Privacy Benefits (PPBf), Algorithmic Transparency and Trust (ATT), Privacy Self-Efficacy (PSE), and Privacy Protective Behavior (PPB). Results provide exploratory evidence of gender heterogeneity in selected pathways. The direct effect of PPR on PPB is stronger for males (Male: \b{eta} = 0.424; Female: \b{eta} = 0.233; p < 0.1), while the indirect effect of ATT on PPB via PSE is stronger for females (Female: \b{eta} = 0.229; Male: \b{eta} = 0.132; p < 0.1). Descriptive analysis of non-binary (N=15) and prefer-not-to-say participants (N=39) shows lower trust and higher perceived risk than the binary groups, motivating future work with adequately powered gender-diverse samples. Overall, the findings provide exploratory evidence that gender may moderate key privacy pathways, supporting more responsive transparency and control interventions for youth SVA use.

Molly Campbell, Ankur Barthwal, Sandhya Joshi et al.

The integration of Artificial Intelligence (AI) systems into technologies used by young digital citizens raises significant privacy concerns. This study investigates these concerns through a comparative analysis of stakeholder perspectives. A total of 252 participants were surveyed, with the analysis focusing on 110 valid responses from parents/educators and 100 from AI professionals after data cleaning. Quantitative methods, including descriptive statistics and Partial Least Squares Structural Equation Modeling, examined five validated constructs: Data Ownership and Control, Parental Data Sharing, Perceived Risks and Benefits, Transparency and Trust, and Education and Awareness. Results showed Education and Awareness significantly influenced data ownership and risk assessment, while Data Ownership and Control strongly impacted Transparency and Trust. Transparency and Trust, along with Perceived Risks and Benefits, showed minimal influence on Parental Data Sharing, suggesting other factors may play a larger role. The study underscores the need for user-centric privacy controls, tailored transparency strategies, and targeted educational initiatives. Incorporating diverse stakeholder perspectives offers actionable insights into ethical AI design and governance, balancing innovation with robust privacy protections to foster trust in a digital age.

Ajay Kumar Shrestha, Ankur Barthwal, Molly Campbell et al.

This systematic literature review investigates perceptions, concerns, and expectations of young digital citizens regarding privacy in artificial intelligence (AI) systems, focusing on social media platforms, educational technology, gaming systems, and recommendation algorithms. Using a rigorous methodology, the review started with 2,000 papers, narrowed down to 552 after initial screening, and finally refined to 108 for detailed analysis. Data extraction focused on privacy concerns, data-sharing practices, the balance between privacy and utility, trust factors in AI, transparency expectations, and strategies to enhance user control over personal data. Findings reveal significant privacy concerns among young users, including a perceived lack of control over personal information, potential misuse of data by AI, and fears of data breaches and unauthorized access. These issues are worsened by unclear data collection practices and insufficient transparency in AI applications. The intention to share data is closely associated with perceived benefits and data protection assurances. The study also highlights the role of parental mediation and the need for comprehensive education on data privacy. Balancing privacy and utility in AI applications is crucial, as young digital citizens value personalized services but remain wary of privacy risks. Trust in AI is significantly influenced by transparency, reliability, predictable behavior, and clear communication about data usage. Strategies to improve user control over personal data include access to and correction of data, clear consent mechanisms, and robust data protection assurances. The review identifies research gaps and suggests future directions, such as longitudinal studies, multicultural comparisons, and the development of ethical AI frameworks.

Ankur Barthwal, Molly Campbell, Ajay Kumar Shrestha

The increasing integration of Artificial Intelligence (AI) in digital ecosystems has reshaped privacy dynamics, particularly for young digital citizens navigating data-driven environments. This study explores evolving privacy concerns across three key stakeholder groups, digital citizens (ages 16-19), parents/educators, and AI professionals, and assesses differences in data ownership, trust, transparency, parental mediation, education, and risk-benefit perceptions. Employing a grounded theory methodology, this research synthesizes insights from 482 participants through structured surveys, qualitative interviews, and focus groups. The findings reveal distinct privacy expectations: Young users emphasize autonomy and digital freedom, while parents and educators advocate for regulatory oversight and AI literacy programs. AI professionals, in contrast, prioritize the balance between ethical system design and technological efficiency. The data further highlights gaps in AI literacy and transparency, emphasizing the need for comprehensive, stakeholder-driven privacy frameworks that accommodate diverse user needs. Using comparative thematic analysis, this study identifies key tensions in privacy governance and develops the novel Privacy-Ethics Alignment in AI (PEA-AI) model, which structures privacy decision-making as a dynamic negotiation between stakeholders. By systematically analyzing themes such as transparency, user control, risk perception, and parental mediation, this research provides a scalable, adaptive foundation for AI governance, ensuring that privacy protections evolve alongside emerging AI technologies and youth-centric digital interactions.

Austin Shouli, Ankur Barthwal, Molly Campbell et al.

The rapid expansion of Artificial Intelligence (AI) in digital platforms used by youth has created significant challenges related to privacy, autonomy, and data protection. While AI-driven personalization offers enhanced user experiences, it often operates without clear ethical boundaries, leaving young users vulnerable to data exploitation and algorithmic biases. This paper presents a call to action for ethical AI governance, advocating for a structured framework that ensures youth-centred privacy protections, transparent data practices, and regulatory oversight. We outline key areas requiring urgent intervention, including algorithmic transparency, privacy education, parental data-sharing ethics, and accountability measures. Through this approach, we seek to empower youth with greater control over their digital identities and propose actionable strategies for policymakers, AI developers, and educators to build a fairer and more accountable AI ecosystem.

Molly Campbell, Trevor De Clark, Mohamad Sheikho Al Jasem et al.

Smart voice assistants (SVAs) are embedded in the daily lives of youth, yet their privacy controls often remain opaque and difficult to manage. Through five semi-structured focus groups (N=26) with young Canadians (ages 16-24), we investigate how perceived privacy risks (PPR) and benefits (PPBf) intersect with algorithmic transparency and trust (ATT) and privacy self-efficacy (PSE) to shape privacy-protective behaviors (PPB). Our analysis reveals that policy overload, fragmented settings, and unclear data retention undermine self-efficacy and discourage protective actions. Conversely, simple transparency cues were associated with greater confidence without diminishing the utility of hands-free tasks and entertainment. We synthesize these findings into a qualitative model in which transparency friction erodes PSE, which in turn weakens PPB. From this model, we derive actionable design guidance for SVAs, including a unified privacy hub, plain-language "data nutrition" labels, clear retention defaults, and device-conditional micro-tutorials. This work foregrounds youth perspectives and offers a path for SVA governance and design that empowers young digital citizens while preserving convenience.