• LAKSHYA TRIPATHI
• Sagar Thakur
• Satyam

Artificial Intelligence (AI) has become deeply embedded in digital marketing and e-commerce, with tools such as personalized recommendations, AI-driven chatbots, and predictive analytics increasingly shaping how consumers discover and evaluate products [1-5]. Despite an extensive body of literature examining individual AI applications, existing research largely treats AI as a fragmented set of isolated tools rather than an integrated set of features, leaving a critical gap in understanding the overall extent and combined effect of AI-enabled marketing capabilities on consumer buying behaviour [6-10]. This study addresses this gap by conducting a systematic literature review and thematic analysis of 90 peer-reviewed scholarly articles published between 2018 and 2026 [6-42]. Sourced from Scopus, Web of Science, IEEE Xplore, ScienceDirect, and Google Scholar, the literature was synthesized using a structured thematic coding matrix developed in Microsoft Excel. Our findings reveal four dominant thematic clusters: cognitive fit in algorithmic personalization, availability bias and impulse buying in recommender systems, multi-sensory immersive interfaces, and the tension between algorithmic trust and privacy risk perceptions. Thematic evolution demonstrates an ongoing paradigm shift from static, rule-based recommendation algorithms toward autonomous generative and neuro-marketing systems. This study contributes an integrative capability matrix linking algorithmic maturity to consumer value orientation, providing critical insights for e-commerce marketers, platform developers, and future empirical research.

Keywords: artificial intelligence; AI-enabled personalization; recommendation systems; consumer buying behaviour; impulse buying; algorithmic trust; systematic literature review

"Impact of AI on Consumer Buying Behaviour", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.13, Issue 9, page no.d287-d307, September-2026, Available :http://www.jetir.org/papers/JETIR2609331.pdf

"Impact of AI on Consumer Buying Behaviour", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.13, Issue 9, page no. ppd287-d307, September-2026, Available at : http://www.jetir.org/papers/JETIR2609331.pdf