This section examines the impact of artificial intelligence (AI) on consumer behavior. In recent years, the use of AI in marketing has increased and significantly affected consumer experiences and preferences. AI imitates human-like abilities using large language models and provides personalized recommendations tailored to consumers’ needs. The section examines how AI shapes consumer behavior and the role of algorithmic predictions and generative AI (GenAI). Consumers’ reactions to AI recommendations are compared to human advisors, and the potential advantages of AI are discussed. In addition, the study explores the impact of generative AI on consumer preferences and its transformative effects in the field of marketing. The section emphasizes AI’s potential to shape and transform consumer behavior and validates this by conducting an experimental test with Gemini and Deepseek AI applications. It is argued that AI enables businesses to make more informed decisions by providing more detailed insights into consumer behavior and thus strengthens customer-brand relationships. Moreover, it is argued that the strategic positioning of AI technologies in understanding consumer behavior and building connections with consumers will provide significant benefits to companies and enhance customer satisfaction. In conclusion, this section emphasizes that AI applications provide fast, interactive, personalized, customized and 24/7 service and these elements positively shape and transform consumers’ intentions and behaviors toward products and services.

This study is one of the few contextual and integrative empirical studies examining how artificial intelligence marketing efforts (AI MEs) can shape consumers’ green purchasing behavior (GPB), particularly among Generation Z consumers in developing countries, and thus contribute to green consumption and brand element relationships. This study investigates the direct and mediating effects of both AI MEs (information, customisation, interaction, and accessibility) and brand elements (brand preference, brand experience, and brand trust) on consumers’ GPBs based on the SOR model. An analysis based on surveys (n = 609; SEM-ANN) revealed that AI MEs significantly affected brand elements and GPB, and that brand experience and brand preference were significant mediators in the relationship between AI MEs and GPB. The study also found a significant relationship between brand elements and GPB in the present study. The ANN analysis showed that the most important variables in explaining GPB were brand preference, AI MEs, and brand experience. By integrating AI marketing and brand elements into the conceptualisation of GPB, this study contextually enriches and integrates the limited body of knowledge on sustainable consumer behaviour. The findings offer new theoretical insights and practical guidance for policymakers and businesses aiming to leverage AI to promote environmentally responsible consumption.