AI-Driven Advertising and Consumer Purchase Behaviour: A Systematic Literature Review Based on the Theory of Planned Behavior

Abstract

Artificial Intelligence (AI) has become a transformative tool in advertising that is constantly reshaping consumer experiences and decision-making processes. AI technologies are not only streamlining marketing strategies but revolutionizing brand narratives and creating new opportunities for brands to connect with consumers on a deeper level. This systematic literature review uses the Theory of Planned Behavior (TPB) as a theoretical lens, to examine the influence of AI-driven advertising strategies on consumer purchase behaviour. The paper synthesizes insights from empirical studies and identifies critical pathways through which AI interventions affect attitudes, subjective norms and perceived behavioural control and contribute towards shaping consumer intentions and actions. This review highlights gaps in the existing literature and suggests directions for future research to enhance the understanding of AI's role in influencing consumer behaviour.