Understanding the interplay between generative artificial intelligence and consumer behaviour through a systematic literature review

This research aims to examine how generative artificial intelligence (GenAI) impacts consumer behavior (CB) by redesigning decision-making, enhancing personalization, and altering purchase patterns. Implementing the PRISMA protocol, the authors conducted a systematic literature review of 134 scholarly articles retrieved from Scopus. Thematic analysis identified emerging themes related to GenAI's application in consumer contexts. The study highlights five key themes: (1) GenAI's role in marketing strategies, (2) consumer perceptions and diversity representation, (3) personalization and behavior in marketing, (4) the use of GenAI in hospitality and tourism, and (5) its impact on organizational strategy and technology adoption. To further enhance understanding, this study suggests a conceptual framework, i.e., ADO (antecedent, decision, and outcome). It also highlights key theories, i.e., TAM, UTAUT, and trust-based theory, to understand consumer interactions with GenAI. Our study's most significant contribution is the identification of future research directions organized by theme. The study also offers 15 research questions for further exploration in the GenAI-CB literature. The findings will guide and make a significant contribution, particularly in the analytics research and practice field, as thoroughly deliberated in the discussion section.