The Influence of Artificial Intelligence on Consumer Behavior: A Systematic Literature Review

The rapid proliferation of Artificial Intelligence (AI) has fundamentally restructured the relationship between brands and consumers. This research provides a comprehensive systematic literature review of the multifaceted influences of AI on consumer behavior, aggregating data from a high-quality sample of English-language articles retrieved from the Web of Science. The study evaluates the interdependence of AI technologies with consumer attitudes, preferences, and complex decision-making processes. Key areas of investigation include the positive reinforcement of consumer attitudes through AI, the potential pitfalls of algorithmic recommendations, and the evolving landscape of privacy risks associated with AI-driven recommendation agents.

Furthermore, the study explores niche applications such as GAN-generated fashion products, AI’s role in ethnic sectors, and the service automation frameworks of Industry 4.0. The findings demonstrate that while AI significantly enhances personalization and predictive accuracy, it simultaneously introduces challenges regarding "information cocoons" and data transparency. By synthesizing academic and industrial insights, this paper provides a robust foundation for marketers and researchers to understand how AI-powered applications, from the Internet of Things (IoT) to generative models, are redefining the service profit chain and consumer satisfaction in the modern digital economy.