Research Article 16
Journal of Management Sciences - Volume 12, Issue 1 2025
By Nida Aslam Khan, Asim Qazi, Ubedullah Khoso
10.20547/jms.2014.2512105
Keywords: Artificial Intelligence, Consumer Behavior, Bibliometrics, Meta-literature review, Content Analysis.

Artificial intelligence (AI) has altered business activities and their processes of evaluating consumer experiences and mapping their purchase journey. Myriad classes of big data have been employed along with diverse modes of investigation using machine learning. The research aims to review the studies on AI and consumer behavior (CB) identify the trends, patterns, and gaps in the research and present the future research agenda. By using a comprehensive dataset of 398 articles extracted from Scopus, we employ a hybrid review approach that includes statistical methods to analyze bibliographic data and a critical review of state-of-the-art literature on CB and AI. The results reveal four major literature streams: 1) AI and its role in consumer choices, 2) Emerging technology in AI and CB, 3) AI and consumer feedback, and lastly 4) AI and consumer service. Furthermore, the authors highlight future directions broadly focusing on the impact of external variables on consumer choices and integrating technologies to build strong company-consumer relationships. This is one of the first reviews that present the themes of artificial intelligence in CB according to their distinct levels of impact and propose directions for further research.

Submission Date: 7 Apr, 2025 Reviews Completed: 12 Jul, 2025
Acceptance Date: 25 Jul, 2025 Publication Date: 28 Jul, 2025