Uncovering the Role of Artificial Intelligence in Transforming Consumer Behavior and Purchase Intention: A Systematic Bibliometric Review

Abstract

Digital technologies have become an essential component of contemporary business ecosystems, and digital transformation continues to reshape modern marketing strategies. In this environment, Artificial Intelligence (AI) has emerged as a key technological driver, significantly influencing how consumers search for information, evaluate alternatives, and make purchasing decisions. As AI-based applications increasingly mediate consumer–brand interactions, understanding their effects on consumer behavior and purchase intention has become an important research topic. This study conducts a bibliometric analysis to examine the evolution of academic research on AI, consumer behavior, and purchase intention over the past 33 years. Using the keywords “Artificial intelligence,” “digital transformation,” “consumer behavior,” “marketing,” and “purchase intention,” data were collected from the Scopus and Web of Science databases, resulting in a final sample of 45 peer-reviewed articles. The analysis focuses on publication trends, country contributions, and leading journals in the field. The findings reveal a clear increase in research interest after 2018, reflecting the growing use of AI in digital marketing. Overall, the results indicate that AI positively influences consumer attitudes, engagement, and purchase intention, highlighting its strategic importance and future research potential in AI-enabled marketing.