The Impact of Artificial Intelligence (AI) on Consumer Behavior in Digital Marketing: A Systematic Literature Review

This research aims to conduct a literature review of research results on the role of Artificial Intelligence (AI) on consumer behavior. The method used in this research is Systematic Literature Review (SLR) with a qualitative-descriptive approach, on journal articles published from 2020 to 2025 obtained through the Google Scholar database. The focus of the study includes how AI affects aspects such as purchase intention, loyalty, purchase decision, and customer experience. The results show that AI has a significant role in shaping consumer behavior through service personalization, interaction efficiency, and increased digital engagement. However, some studies also reveal negative impacts such as privacy concerns, data security, and algorithm bias that affect consumer perceptions and trust in the use of AI technology.