Integrating artificial intelligence and consumer behavior: Insights and directions from a hybrid systematic literature review
Sailaja Bohara, Gaurav Gupta, Vikas Kumar
Abstract
The dynamics of consumer behaviors have changed significantly because of the integration of Artificial Intelligence (AI) and Generative Artificial Intelligence (GAI), which has brought challenges and opportunities for businesspeople and researchers. Although interest in this area is growing, the academic community still lacks a comprehensive synthesis that provides the current state of research and outlines future direction. To bridge this knowledge gap, a hybrid systematic literature review and bibliometric analysis are conducted to synthesize existing findings and forecast emerging trends. This hybrid study is coupled with a Theory-Context-Characteristics-Methodology (TCCM) analysis framework. TCCM has generated insights on advancing theoretical discourse, informing practical applications, and guiding future research directions in this rapidly evolving field. The study delineates a forward-looking research agenda, equipping academics for future explorations into the AI-consumer paradigm.