The Change in Consumer Behavior under the Influence of Artificial Intelligence - Based Technologies

Abstract

This paper explores how artificial intelligence is changing the way consumers think, choose, and make purchasing decisions. As AI technologies become more integrated into everyday digital platforms, they increasingly shape the consumer experience through personalized recommendations and data-driven insights. The study highlights how AI influences different stages of the decision-making process, from recognizing a need to selecting a product, often making the process faster and more intuitive. At the same time, the paper shows that AI does not only simplify choices, but can also shape preferences and even create new needs. Particular attention is given to differences between generations, revealing that the level of trust and use of AI varies depending on age and digital familiarity. Overall, the findings suggest that artificial intelligence is not just a support tool, but an active factor that is transforming consumer behavior and redefining the relationship between individuals and the market. CZU: 004.8:366.12; JEL: D91, M31, O33, L81, D83