As the digital landscape evolves, so too does the engagement between consumers and technology. A recent systematic literature review conducted by researchers including Panda, Singh, and Raj sheds light on the complex interplay between generative artificial intelligence (AI) and consumer behavior. This scholarly investigation opens up new avenues for understanding how AI-driven tools shape purchasing decisions, brand loyalty, and overall consumer engagement.
Generative AI, a branch of artificial intelligence that focuses on creating new content or ideas, is fundamentally altering the way companies interact with their customers. By generating personalized recommendations, tailored content, and even interactive chatbots, businesses are now able to leverage this technology to create a more meaningful and engaging user experience. The review highlights the critical need for brands to understand the behavioral implications of such technology in order to remain relevant in an increasingly competitive marketplace.
The systematic review analyzed a wide array of previous studies, offering a comprehensive overview of the existing literature on the topic. Reviewers meticulously categorized findings based on various factors such as consumer engagement, emotional responses, and purchasing behaviors influenced by generative AI. This organized approach not only underscores the importance of understanding consumer behavior but also identifies significant gaps in current research, thus paving the way for future inquiries.
One of the key insights from the research is that the personalization offered by generative AI can significantly enhance consumer engagement. Studies indicate that when consumers are presented with tailored recommendations or content that aligns with their preferences, they are more likely to interact favorably with brands. This relationship implies that generative AI can be a powerful tool for marketers seeking to foster deeper connections with their audience, ultimately influencing purchasing behavior in a positive manner.
Furthermore, the emotional dimension of AI-generated interactions cannot be overlooked. The literature reveals that consumers often form emotional bonds with brands that utilize generative AI effectively. For instance, a friendly and responsive chatbot can evoke feelings of satisfaction and trust, which are vital for establishing brand loyalty. By harnessing generative AI to create emotionally resonant experiences, businesses can cultivate long-lasting relationships with their customers.
However, the review does not shy away from discussing the ethical considerations surrounding the implementation of generative AI in consumer interactions. Questions regarding data privacy and the potential for manipulation arise, as generative AI systems often rely on vast amounts of consumer data to function effectively. This situation necessitates a balanced approach where companies must navigate the fine line between personalization and privacy, ensuring that consumer trust is maintained.
Moreover, the research delves into the psychological mechanisms at play when consumers engage with generative AI. The findings suggest that familiarity with AI technology influences consumer receptivity. For instance, consumers more accustomed to engaging with AI tools may exhibit less skepticism and more trust, which could lead to higher levels of engagement. As such, understanding the demographic variables that influence perceptions of AI is crucial for brands seeking to implement these technologies effectively.
In light of the increasingly digital nature of commerce, businesses are compelled to adapt and evolve their marketing strategies. The findings from the systematic review serve as a significant reminder of the importance of understanding consumer behavior through the lens of generative AI. Brands that invest in understanding these dynamics will not only enhance their marketing efforts but also position themselves as frontrunners in the competitive landscape.
The improving capabilities of generative AI, combined with its ability to analyze consumer data, lead to unprecedented opportunities for businesses. These technologies can generate original content, optimize marketing strategies, and even predict consumer trends. However, successful implementation requires a deep understanding of both technological capacities and consumer motivations.
The implications of the research extend beyond marketing; they touch on broader societal themes as well. As generative AI becomes more pervasive, questions about the future of human labor, creativity, and interaction arise. The review prompts a necessary discourse on how societies can adapt to the rapid advancement of AI technologies while cushioning their impact on human experiences and job markets.
As we look to the future, the need for ongoing research into the interplay between generative AI and consumer behavior remains paramount. This growing body of evidence will inform not just marketers, but also policymakers, educators, and technologists who seek to understand and navigate the dynamic landscape shaped by AI. Only through comprehensive and collaborative efforts can we grasp the full scope of generative AI’s impact on society.
In conclusion, the systematic literature review on the interplay between generative AI and consumer behavior provides a roadmap for businesses and researchers alike. By synthesizing existing literature, the authors illuminate critical insights into how generative AI influences consumer attitudes and behaviors. Addressing the challenges and opportunities presented by this technology will be essential in shaping the future of marketing and consumer engagement in an AI-driven world.
As generative AI continues to evolve, its impact on consumer behavior will undoubtedly deepen, necessitating ongoing academic inquiry and practical adaptation. The collaboration between researchers, businesses, and consumers will be fundamental in harnessing the potential of generative AI while ensuring that ethical considerations are prioritized. The future is indeed bright for those willing to engage with and understand this transformative technology.
Subject of Research: The interplay between generative artificial intelligence and consumer behavior
Article Title: Understanding the interplay between generative artificial intelligence and consumer behaviour through a systematic literature review
Article References:
Panda, M., Singh, K., Raj, A. et al. Understanding the interplay between generative artificial intelligence and consumer behaviour through a systematic literature review.
Discov Artif Intell (2025). https://doi.org/10.1007/s44163-025-00730-x
Image Credits: AI Generated
DOI: 10.1007/s44163-025-00730-x
Keywords: Generative AI, consumer behavior, marketing, personalization, emotional engagement, ethical considerations, technological progress, societal impact.
