The impact of artificial intelligence on consumer behavior towards brands: a systematic review

Abstract

Abstract Artificial Intelligence is increasingly integrated into consumers’ daily lives, making it essential to understand the future impact of this relationship. This systematic literature review aims to understand the influence of AI on consumer behavior, identifying future trends for brands. Using Web of Science research, following the PRISMA method, and employing VOSviewer software for cluster and keyword analysis, the results demonstrate that AI impacts consumer behavior and brands’, presenting five clusters that highlight: consumer experience, relationship, online challenges, functionality, and autonomous purchasing. The study contributes to current knowledge by verifying that the AI-consumer relationship is complex, focusing on five key aspects: convenience, effectiveness, trust, security, and personalization, which collectively influence purchase decisions and loyalty. This article also demonstrates that AI can facilitate strategic marketing decisions through segmentation and prediction capabilities, enabling personalization in an increasingly digital and e-commerce world. Marketers must consider AI as a consumer and expand their capabilities.

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