A influência da inteligência artificial na decisão de compra: uma revisão teórica sobre transformações no comportamento do consumidor

Abstract

Artificial intelligence has become increasingly present in digital retail, influencing how consumers search for, compare, and purchase products. This study aims to analyze the influence of artificial intelligence on consumers’ purchase decisions in the digital environment. To achieve this objective, a bibliographic review was conducted, with a qualitative, descriptive, and exploratory approach, based on books, scientific artices, legislation, and academic publications on artificial intelligence, consumer behavior, personalization, privacy, and data protection. The analysis showed that AI acts throughout the purchase journey through personalized recommendations, targeted advertisements, search filters, automated service, and the organization of information presented to consumers. These resources can make the shopping experience faster and more aligned with users’ interests, but they also raise questions about transparency, personal data use, autonomy, and trust. The results indicate that AI does not replace consumers’ decisions, but influences the conditions under which these decisions are formed by selecting stimuli, anticipating interests, and highlighting certain alternatives.