Mapping Generative AI, Consumer Behavior, and Digital Trust in Global Marketing

Generative AI (GenAI) is changing the way consumers search for information, evaluate alternatives, and make decisions in global markets. However, the literature remains fragmented between disciplines, application areas, and geographic contexts, limiting a coherent understanding of consumer responses to GenAI. This study reviews 49 peer-reviewed articles indexed in Scopus and published between 2020 and 2026. Following the PRISMA guidelines, the articles were selected through a systematic selection process and examined using descriptive analysis and thematic synthesis. Five main areas emerge: human–AI interaction and interface design, AI-driven marketing and personalization, consumer psychology and decision-making, predictive analytics infrastructures, and ethics, governance, and responsible AI. Across these areas, trust and perceived control consistently shape consumer responses to GenAI. They can evolve through interaction and influence whether personalization is perceived as useful and engaging or as intrusive and difficult to control. The findings also suggest that TAM and UTAUT provide only a partial explanation of consumer responses to generative AI, given the conversational, adaptive, and increasingly agentic nature of large language models. Based on these findings, the study develops a framework connecting technological, psychological, marketing, and governance factors, with implications for both research and responsible AI deployment across diverse global contexts.