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<p>The rapid integration of artificial intelligence (AI) in marketing has fundamentally transformed consumer behavior research. This study presents a comprehensive bibliometric analysis of the academic literature on AI and consumer behavior published between 2015 and 2025. Drawing on 56 articles indexed in the Scopus database, we employed RStudio (Bibliometrix) and VOSviewer to identify publication trends, influential authors, dominant countries, leading journals, and thematic evolution in this field. The findings indicate a marked increase in research activity after 2020, with the United States, India, and China emerging as leading contributors. Keyword co-occurrence and citation network analyses revealed four major research streams: AI for consumer data processing, product development, consumer need identification, and survey-based behavioral modeling. Notably, ethical issues such as data privacy, algorithmic bias, and digital surveillance are increasingly highlighted in recent literature. This study contributes to the literature by mapping the intellectual landscape, identifying research gaps, and offering future directions, particularly at the intersection of AI capabilities and consumer trust.</p>

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Unveiling the intellectual landscape of artificial intelligence and consumer behavior

  • 期刊论文

  • 出版模式：

    开放获取

  • 发表日期：

    2026年1月5日

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  • Siti Zulaikha,
  • Ivana Rosediana Dewi,
  • Masmira Kurniawati

摘要

The rapid integration of artificial intelligence (AI) in marketing has fundamentally transformed consumer behavior research. This study presents a comprehensive bibliometric analysis of the academic literature on AI and consumer behavior published between 2015 and 2025. Drawing on 56 articles indexed in the Scopus database, we employed RStudio (Bibliometrix) and VOSviewer to identify publication trends, influential authors, dominant countries, leading journals, and thematic evolution in this field. The findings indicate a marked increase in research activity after 2020, with the United States, India, and China emerging as leading contributors. Keyword co-occurrence and citation network analyses revealed four major research streams: AI for consumer data processing, product development, consumer need identification, and survey-based behavioral modeling. Notably, ethical issues such as data privacy, algorithmic bias, and digital surveillance are increasingly highlighted in recent literature. This study contributes to the literature by mapping the intellectual landscape, identifying research gaps, and offering future directions, particularly at the intersection of AI capabilities and consumer trust.