A Study on the Role of Artificial Intelligence in Shaping Consumer Behaviour: A Literature Review

Author(s)	Mr. Tarun Rohira, Prof. Dr. Mini Amit Arrawatia
Country	India
Abstract	In this research, the role of AI technology will be examined as an important determinant that influences modern marketing approaches and highlights how it significantly changes the way people look for, assess, and buy products. The current literature review explores the influence of AI on the process of consumer behaviour and concentrates on technologies enabled by AI, including recommendation engines, chatbots, predictions, and personalization systems. It was found out that applying such technologies helps improve the consumer experience and involvement in activities performed and influences purchases through providing personal content. At the same time, aspects concerning privacy, ethical issues associated with transparency, and algorithm bias can serve as significant determinants that should be taken into consideration while incorporating AI into digital marketing.
Keywords	Artificial Intelligence, Consumer Behaviour, Personalization, Recommendation Systems, Digital Marketing, Predictive Analytics
Field	Business Administration
Published In	Volume 8, Issue 3, May-June 2026
Published On	2026-05-15

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International Journal For Multidisciplinary Research