AI and consumer behavior: Trends, technologies, and future directions from a scopus-based systematic review

This systematic literature review, conducted following the PRISMA 2020 guidelines, synthesizes 117 Scopus-indexed articles (2009–April 4, 2025) to address six research questions on artificial intelligence’s (AI) role in consumer behavior. The study examines research trends (RQ1), prevalent AI technologies (RQ2), key variables (RQ3), methodological approaches (RQ4), future research directions (RQ5), and AI’s transformative impact on consumer behavior (RQ6). Findings report exponential publication surges after 2020, driven by machine learning and natural language processing applications. Consumer attitudes (trust, privacy) and behavioral intentions emerge as primary mediators of AI adoption, while ethical concerns underline the need for open algorithmic architectures. Quantitative survey methods dominate, though longitudinal and cross-cultural investigations remain infrequent. Generative AI is a disruptive technology enabling hyper-personalization but also authenticity threats. Practical implications call for ethical imperatives of AI governance and hybrid human-machine processes to weigh innovation against consumer trust. In noting limitations of geographic coverage and linguistic bias, the review proposes future research agendas like cultural mediation of AI acceptance and longitudinal behavioral impact. By examining these dimensions systematically, the research enhances academic understanding of AI’s multifaceted influence and supports actionable insight to ethically grounded marketing practice in evolving technology contexts.