AI-Driven Consumer Behavior: A Systematic Review And Future Research Agenda - A Review Paper

AI-Driven Consumer Behavior: A Systematic Review And Future Research Agenda - A Review Paper | Research Square window.SnipcartSettings = { analytics: { enabled: false } }; (function() { var accessVector = localStorage.getItem('access_vector') || ''; window.dataLayer = window.dataLayer || []; if (accessVector) { window.dataLayer.push({ user: { profile: { profileInfo: { snid: accessVector } } } }); } })(); (function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start':new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0],j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src='https://www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f);})(window,document,'script','dataLayer','GTM-K279D39R'); Browse Preprints In Review Journals COVID-19 Preprints AJE Video Bytes Research Tools Research Promotion AJE Professional Editing AJE Rubriq About Preprint Platform In Review Editorial Policies Our Team Advisory Board Help Center Sign In Submit a Preprint Cite Share Download PDF Systematic Review AI-Driven Consumer Behavior: A Systematic Review And Future Research Agenda - A Review Paper Dr B.V.Jayanthi This is a preprint; it has not been peer reviewed by a journal. https://doi.org/ 10.21203/rs.3.rs-8716423/v1 This work is licensed under a CC BY 4.0 License Status: Posted Version 1 posted You are reading this latest preprint version Abstract The study focuses on how artificial intelligence (AI) influences and alters consumer behaviour on digital platforms. The task is to compile the current academic evidence on the use of AI in personalization, trust building, experience generation, and the decision-making of purchasing. The systematic review methodology was used and based on the Scopus database (2021-2025), 345 records were searched and filtered with the PRISMA processes, and 36 eligible studies were identified. The results indicate that with the help of algorithms (deep learning, collaborative filtering, and hybrid models), AI has increased predictive accuracy, hyper-personalization, and consumer engagement. The use of AI-driven experiences also enhances emotional engagement and e-WOM and has a significant moderation of adoption by trust, privacy issues, and perceived risk. The study concludes that AI represents a disruptive technology, but it must be ethically constructed and regulated in a transparent way to maintain the confidence of consumers. Limitations are a short-term scope, only paid-access studies are excluded, and literature limitations are also due to cultural/geographical bias in available literature. Marketing Artificial Intelligence Consumer Behaviour Personalization Trust and Privacy Decision-Making Full Text Additional Declarations The authors declare no competing interests. Cite Share Download PDF Status: Posted Version 1 posted You are reading this latest preprint version Research Square lets you share your work early, gain feedback from the community, and start making changes to your manuscript prior to peer review in a journal. As a division of Research Square Company, we’re committed to making research communication faster, fairer, and more useful. We do this by developing innovative software and high quality services for the global research community. Our growing team is made up of researchers and industry professionals working together to solve the most critical problems facing scientific publishing. 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