AI-Driven Consumer Behavior: A Systematic Review And Future Research Agenda - A Review Paper

The study focuses on how artificial intelligence (AI) influences and alters consumer behaviour on digital platforms. The task is to compile the current academic evidence on the use of AI in personalization, trust building, experience generation, and the decision-making of purchasing. The systematic review methodology was used and based on the Scopus database (2021-2025), 345 records were searched and filtered with the PRISMA processes, and 36 eligible studies were identified. The results indicate that with the help of algorithms (deep learning, collaborative filtering, and hybrid models), AI has increased predictive accuracy, hyper-personalization, and consumer engagement. The use of AI-driven experiences also enhances emotional engagement and e-WOM and has a significant moderation of adoption by trust, privacy issues, and perceived risk. The study concludes that AI represents a disruptive technology, but it must be ethically constructed and regulated in a transparent way to maintain the confidence of consumers. Limitations are a short-term scope, only paid-access studies are excluded, and literature limitations are also due to cultural/geographical bias in available literature.