Artificial Intelligence Applications in Consumer Behaviour Analysis: A Systematic Review, Mapping Trends and Challenges

Adrián No-Pérez and Sandra Castro-González

Acta Informatica Pragensia, vol. preprint

Abstract: Background: The vast amounts of data generated by consumers require new forms of processing, in which artificial intelligence stands out for its ability to analyse them more quickly and deeply. However, although there is abundant literature on artificial intelligence (AI) and consumption, most of it focuses on its impact on consumer behaviour rather than its usefulness in enhancing understanding.Objective: The aim of this study is to conduct a thorough review of the existing literature on the use of AI to understand consumer behaviour.Methods: This study uses the PRISMA protocol for the selection of the studies. Then, it combines bibliometric methods with a TCM-ADO framework to review articles. The Scopus database was used to gather peer-reviewed articles from 2014 to 2024. VOS Viewer and R-Studio were utilised for the analysis and visualisation of data.Results: The study provides insights into publication trends, dominant theories, methods, antecedents, decisions and results in the literature about the use of AI to understand consumer behaviour. Furthermore, it identifies potential avenues for future research to advance the development of theory and methodology.Conclusion: Research into the use of AI to understand consumers is still in its infancy. However, everything points to the application of AI in consumer behaviour continuing to expand, and its use for analysing attitudes and behaviour becoming more sophisticated and widespread.

Keywords: AI; Consumer behaviour; Data processing; Bibliometrics; TCM-ADO; Theory context method; Antecedents decisions outcomes; Future research directions; AI applications in marketing (search for similar items in EconPapers)
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DOI: 10.18267/j.aip.301

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