The new era of Artificial Intelligence in consumption: Theoretical framing, review and research agenda

Abstract

Artificial Intelligence possesses the capacity to reshape brand-consumer dynamics by leveraging its capability to analyze extensive datasets, discern patterns, and customize experiences for individual consumers. This capacity is enabled by a spectrum of features embedded within AI systems, which undergo challenging, continuous, and rapid evolution to accommodate shifts in consumer preferences and behaviors. This paper aims to study the influence of artificial intelligence on consumer behavior. To address this objective, a bibliometric analysis was performed on a dataset comprising 561 publications sourced from two prominent databases, namely the Web of Science and Scopus. Findings reveal that AI influence extends across diverse sectors, as consumers display a preference for AI-driven solutions, attracted by their perceived objectivity and personalized interactions. Additionally, AI-powered tools like chatbots and virtual assistants enhance the quality of customer service and promote heightened engagement. Future research pathways, with themes classified into niche, motor, and basic categories, were outlined. This study pioneers its approach by harnessing resources of two comprehensive databases, enabling a meticulous tracking of publication evolution to discern temporal trends in the literature. In addition, a conceptual model was proposed that advocates the influence of AI on consumer behavior in three dimensions: influence across industries, addressing consumer needs in the age of AI, and optimizing consumer experience through AI-powered solutions. The paper underscores the transformative potential of AI in molding consumer behavior and emphasizes the necessity for businesses to adapt to this evolving landscape.