Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


Artificial Intelligence In Consumer Behaviour: A Systematic Literature Review of Empirical Research Papers Published In Marketing Journals (2000-2021)

Author(s): Rajat Gera and Alok Kumar

This study is a synthesis of empirical literature on AI in consumer behaviour and aims to provide actionable insights for academicians and practitioners and potential directions for research. The perspective adopted for this study is the consumer behaviour school of thought. A content analysis on 64 empirical papers published in high quality indexed marketing journals were reviewed to inductive derive themes and sub themes for the systematic literature review. A thematic analysis approach was adopted to classify studies into specific topics and evaluate the AI applications in consumer behaviour, marketing decision making and adoption and implementation of AI in consumer behaviour. Recommendations are proposed to for future trends and challenges.

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