Do AI-Personalised Advertisements Influence Decision Autonomy Among Young Consumers?

Samaira Chugh

Do AI-Personalised Advertisements Influence Decision Autonomy Among Young Consumers?

Author(s)	Ms. Samaira Chugh
Country	India
Abstract	Artificial intelligence has become the invisible architecture behind most digital advertising encountered by young consumers today. Platforms such as Spotify, Instagram, and Amazon rely on collaborative filtering, behavioural prediction, and algorithmic nudging to personalise the recommendations, feeds, and advertisements that users see, raising an important question for marketing scholarship and practice: Does this personalisation expand consumer choice, or does it quietly narrow it? This review paper examines whether AI-personalised advertising influences decision autonomy among young consumers aged fifteen to twenty-five, drawing on secondary literature in consumer behaviour, digital marketing, and behavioural economics. The paper compares the recommendation mechanisms used by Spotify, Instagram, and Amazon, and critically evaluates a persistent contradiction in the existing literature: some studies report that consumers retain full autonomy under algorithmic personalisation, while others argue that autonomy is subtly eroded through filter bubbles, habit reinforcement, and manipulative interface design. This paper argues that the contradiction stems largely from differences in research methodology, platform context, age cohort, and the theoretical definition of autonomy being applied. It further considers the ethical implications of AI-personalised advertising for young consumers specifically, including data privacy, informed consent, and algorithmic transparency. The paper concludes that decision autonomy under AI personalisation is best understood not as binary but as a matter of degree, shaped by platform design choices, consumer digital literacy, and the regulatory environment in which the platform operates. Recommendations for responsible AI marketing practice and directions for future empirical research, particularly involving adolescents and cross-cultural samples, are proposed.
Keywords	AI-personalised advertising; decision autonomy; young consumers; recommendation systems; algorithmic nudging; digital marketing ethics
Published In	Volume 8, Issue 4, July-August 2026
Published On	2026-07-12

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CrossRef DOI prefix of IJFMR is 10.36948/ijfmr

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Do AI-Personalised Advertisements Influence Decision Autonomy Among Young Consumers?

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