Consumer Choice Features in the Context of Bounded Rationality and the Influence of Artificial Intelligence

Subject. This article examines the impact of bounded rationality on consumer behavior and how modern artificial intelligence (AI) technologies are transforming economic decision-making processes. The purpose of the study is to demonstrate how human cognitive and time limitations, combined with algorithmic recommendation systems, dynamic pricing, and other AI tools, shape a new environment for making choices. The scientific significance of the research lies in the expansion of the classical «rational agent» model by integrating psychological factors and considering the risk of manipulative potential inherent in AI. The methodological foundation includes works on behavioral economics, the concept of bounded rationality, as well as contemporary studies focused on the application of machine learning and big data analytics in markets for goods, services, and financial products. A comparative analysis of theoretical models is also employed, along with practical case studies from e-commerce, travel services, and robo-advisors. The practical significance of the article lies in the potential to help companies, regulators, and consumers interact more effectively and transparently in the digital economy, taking into account both the benefits and potential risks of algorithmic technologies.