How Artificial Intelligence Shapes Consumer Perception: A Bibliometric Analysis on Global Trend

Over the past decade, artificial intelligence (AI) has significantly transformed consumer-brand interactions, influencing perceptions, engagement, and decision-making. This study investigates global research trends on AI’s impact on consumer perception through bibliometric analysis of 241 documents from the Scopus database (2008–2025), using VOSviewer with co-occurrence analysis techniques that include cluster analysis, overlay visualization, and density visualization. Results indicate a sharp rise in publications since 2020, with key contributions from the United States, China, and India. Seven thematic clusters emerged, covering topics from digital experience to consumer trust and AI ethics. A notable trend is the shift from traditional AI techniques toward generative AI applications, such as chatbots, ChatGPT, and virtual influencers. The study also identifies research gaps in privacy, ethics, and AI anthropomorphism. Findings offer a roadmap for future research and strategic development in AI-driven consumer engagement.