The Impact of Artificial Intelligence on Consumer Behavior

DOI

10.2991/978-2-38476-553-9_34How to use a DOI?

Keywords

Artificial Intelligence (AI); Consumer Behavior; Intelligent Recommendation System; Personalized Marketing; Consumer Trust

Abstract

As artificial intelligence (AI) technologies advance by leaps and bounds, their profound influence on consumer behavior has emerged as a pivot-al research domain. This study probes into how AI applications, including intelligent recommendation engines, virtual customer assistants, and advanced data analytics, reshape consumers’ purchasing routines, decision-making pathways, and brand engagement models. It is revealed that content generated by AI demonstrates a greater efficacy in driving consumers’ sharing intentions compared to content crafted by humans, particularly for audiences with strong self-identity or when dealing with highly provocative content. In terms of pricing, AI-driven pricing mechanisms tend to bolster consumers’ perception of price fair-ness more effectively than manual pricing strategies, as they minimize subjective bias and exert a more pronounced impact when corporate oversight is perceived. While AI contributes to elevating consumer experience and boosting the efficiency of enterprise marketing endeavors, it also poses challenges like data privacy concerns, algorithmic opacity, and the lack of emotional depth in interactions. Further investigation uncovers disparities in the acceptance of AI across different cultural contexts and age cohorts. Looking ahead, research efforts should be directed towards understanding cross-group variances, optimizing emotional interactivity, and ensuring algorithmic ethics, among other fronts. This study lays a theoretical and practical groundwork for expanding the knowledge of consumer behavior, informing enterprises’ AI-powered marketing strategies, and advancing the supervision of technological ethics.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Jinghan Zhang
PY  - 2026
DA  - 2026/03/25
TI  - The Impact of Artificial Intelligence on Consumer Behavior
BT  - Proceedings of the 2025 4th International Conference on Educational Science and Social Culture (ESSC 2025)
PB  - Atlantis Press
SP  - 291
EP  - 298
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-553-9_34
DO  - 10.2991/978-2-38476-553-9_34
ID  - Zhang2026
ER  -