Olga I. Lozina, Tikhon A. Ovchinnikov Consumer Behavior Formation Trends in Interaction with Artificial Intelligence

DOI: 10.38050/2078-3809-2025-17-20-37

Abstract

The article is devoted to identifying the specifics of modern consumer behavior under the influence of artificial intelligence (AI) technologies. The factors that shape consumer experience in the era of digital economy are analyzed. The article highlights the opportunities and risks that AI creates for making economic decisions, by taking into account bounded rationality, behavioral mechanisms of individuals and the influence of the external environment. By applying a systemic method, the diversity of AI technologies and the features of their impact on the consumer behavior are revealed. As an example, the article reveals the phenomenon of virtual influencers (VI) – these are digital characters created with the help of AI who actively interact with the audience through social media channels. In conclusion, authors note that AI is not just a marketing tool for companies, but an active participant in economic interaction and its ambiguity requires appropriate institutional regulation.

Keywords: digital economy, artificial intelligence, virtual influencer, consumer behavior, bounded rationality.

JEL: B41, D01, D81.

For citation: Lozina, O.I., Ovchinnikov, T.A. (2025) Consumer Behavior Formation Trends in Interaction with Artificial Intelligence. Scientific Research of Faculty of Economics. Electronic Journal, vol. 17, no. 3, pp. 20-37. DOI: 10.38050/2078-3809-2025-17-3-20-37.

Download