How Artificial Intelligence Shapes Consumer Perception: A Bibliometric Analysis on Global Trend

Amri Kurniaharta; Tony Wijaya

doi:10.55927/eajmr.v4i9.378

Authors

Amri Kurniaharta Yogyakarta State University
Tony Wijaya Yogyakarta State University

DOI:

https://doi.org/10.55927/eajmr.v4i9.378

Keywords:

Artificial Intelligence (AI), Consumer Perception, Generative AI, Ethics

Abstract

Over the past decade, artificial intelligence (AI) has significantly transformed consumer-brand interactions, influencing perceptions, engagement, and decision-making. This study investigates global research trends on AI’s impact on consumer perception through bibliometric analysis of 241 documents from the Scopus database (2008–2025), using VOSviewer with co-occurrence analysis techniques that include cluster analysis, overlay visualization, and density visualization. Results indicate a sharp rise in publications since 2020, with key contributions from the United States, China, and India. Seven thematic clusters emerged, covering topics from digital experience to consumer trust and AI ethics. A notable trend is the shift from traditional AI techniques toward generative AI applications, such as chatbots, ChatGPT, and virtual influencers. The study also identifies research gaps in privacy, ethics, and AI anthropomorphism. Findings offer a roadmap for future research and strategic development in AI-driven consumer engagement.

References

Aljarah, A., Ibrahim, B., & López, M. (2024). In AI, we do not trust! The nexus between awareness of falsity in AI-generated CSR ads and online brand engagement. Internet Research. Doi: https://doi.org/10.1108/INTR-12-2023-1156

Arifin, M. Z., Hafizi, M. R., & Safitri, D. A. (2023). Pengaruh Rebranding Terhadap Persepsi Konsumen. Jurnal Manajemen Dinamis, 1(2), 93-99. Doi: https://doi.org/10.59330/jmd.v1i2.25

Candrian, C., & Scherer, A. (2024). How terminology affects users’ responses to system failures. Human factors, 66(8), 2082-2103. Doi: https://doi.org/10.1177/00187208231202572

Donthu, N., Kumar, S., Mukherjee, D., Pandey, N., & Lim, W. M. (2021). How to conduct a bibliometric analysis: An overview and guidelines. Journal of business research, 133, 285-296. Doi: https://doi.org/10.1016/j.jbusres.2021.04.070

Govindaraj, M., Vandhana, N., & Lawrence, J. (2025). AI-Driven Consumer Behavior Insights: Applying the Insight Equation to Modern Marketing. In Decoding Consumer Behavior Using the Insight Equation and AI Marketing (pp. 1-20). IGI Global Scientific Publishing. DOI: 10.4018/979-8-3693-8588-3.ch001

Hermann, E. (2022). Anthropomorphized artificial intelligence, attachment, and consumer behavior. Marketing Letters, 33(1), 157-162. Doi: https://doi.org/10.1007/s11002-021-09587-3

Jain, V., Wadhwani, K., & Eastman, J. K. (2024). Artificial intelligence consumer behavior: A hybrid review and research agenda. Journal of consumer behaviour, 23(2), 676-697. Doi: https://doi.org/10.1002/cb.2233

Jayakumar, M., Jenefa, L., Badrinarayanan, M. K., Sarah, K. S., Kumar, A., & Kumar, R. M. (2024). Exploring Organizational Adoption of Innovative Technologies in Consumer Online Purchase. In 2024 International Conference on Emerging Research in Computational Science (ICERCS) (pp. 1-6). IEEE. Doi: https://doi.org/10.1109/ICERCS63125.2024.10895563

Jiang, Y., Li, X., Luo, H., Yin, S., & Kaynak, O. (2022). Quo vadis artificial intelligence?. Discover Artificial Intelligence, 2(1), 4. Doi: https://doi.org/10.1007/s44163-022-00022-8

Kaplan, a., & Haenlein, M. (2020). Rulers of The World, Unite! The Challenges and Opportunities of Artificial Intelligence. Business Horizons, 63(1), 37–50. https://doi.org/10.1016/j.bushor.2019.09.003

Kim, J., Park, J., & Lee, S. (2024). Uncanny valley revisited: How consumers respond to hyper-realistic AI avatars in marketing. Journal of Business Research, 169, 114230.

Lopes, J. M., Gomes, S., Nogueira, E., & Trancoso, T. (2025). AI’s invisible touch: how effortless browsing shapes customer perception, experience and engagement in online retail. Cogent Business & Management, 12(1), 2440628. Doi: https://doi.org/10.1080/23311975.2024.2440628

Marvi, R., & Foroudi, M. M. (2023). Bibliometric analysis: Main procedure and guidelines. In Researching and Analysing Business (pp. 43-54). Routledge. Doi: https://doi.org/10.4324/9781003107774

Muhammad, I., Triansyah, F. A., Fahri, A., & Gunawan, A. (2023). Analisis Bibliometrik: Penelitian Game-Based Learning pada Sekolah Menengah 2005-2023. Jurnal Simki Pedagogia, 6(2), 465-479. Doi: https://doi.org/10.29407/jsp.v6i2.301

Reshmidilova, S., Mykhaylyova, K., Savchuk, A., Stamat, V., & Oslopova, M. (2024). Utilisation of artificial intelligence technologies in developing marketing communication strategies. Pakistan Journal of Life and Social Sciences (PJLSS), 22(2). https://doi.org/10.57239/pjlss-2024-22.2.00682

Riaman, Sukono, Supian, S., & Ismail, N. (2022). Mapping in the topic of mathematical model in Paddy agricultural insurance based on bibliometric analysis: a systematic review approach. Computation, 10(4), 50. Doi: https://doi.org/10.3390/computation10040050

Saputro, D. R. S., Prasetyo, H., Wibowo, A., Khairina, F., Sidiq, K., & Wibowo, G. N. A. (2023). Bibliometric analysis of neural basis expansion analysis for interpretable time series (n-beats) for research trend mapping. BAREKENG: Jurnal Ilmu Matematika dan Terapan, 17(2), 1103-1112. Doi: https://doi.org/10.30598/barekengvol17iss2pp1103-1112

Sarin, A. B. (2025). The Evolution of Consumer Behavior and the Role of Artificial Intelligence in Shaping It: AI in Marketing. In Decoding Consumer Behavior Using the Insight Equation and AI Marketing (pp. 21-40). IGI Global Scientific Publishing. DOI: 10.4018/979-8-3693-8588-3.ch002

Teepapal, T. (2025). AI-driven personalization: Unraveling consumer perceptions in social media engagement. Computers in Human Behavior, 165, 108549. Doi: https://doi.org/10.1016/j.chb.2024.108549

Xie, R. (2021). A brief analysis of retail customer’s consumption experience under the background of Artificial Intelligence. In 2021 International Symposium on Artificial Intelligence and its Application on Media (ISAIAM) (pp. 27-31). IEEE. Doi: 10.1109/ISAIAM53259.2021.00013

Zhang, Y. (2024). Research on AI Anthropomorphism Interaction in the Marketing Field: Overview and Prospect. In 2024 3rd International Conference on Artificial Intelligence and Computer Information Technology (AICIT) (pp. 1-7). IEEE. Doi: 10.1109/AICIT62434.2024.10730540