Artificial Intelligence: A Technological Tool to Manipulate the Psychology and Behavior of Consumers: Theoretical research

In that emerging digital era, Artificial Intelligence technology headed by machine learning, digital-smart technologies as well as the Big Data that allows predictive analysis has a significant influence over many people precisely those who are not all conscious and aware that the datasets are assembled from their online interactions and activities, consequently it can be used to anticipate and manipulate their purchasing psychology and behavior out of their control. In these terms, this study is going to present the literature that is in relation basically with the approach to the contribution of the artificial intelligence technology in manipulating the purchasing behavior based on the psychological factor. To guide this in deep study we will include multiple sources of the secondary data, going from journal articles, conference papers, internet sources and so on. The main objective is to bridge and eliminate the gap in this somehow empty field of research. The theoretical conclusions will offer an insight about the main importance in terms of implementing the artificial intelligence tools in the field and the department of marketing as a successful way to understand the consumers preferences and their journey in terms of purchasing. The goal is to provide predictive analysis and to know precisely how to manipulate the psychology of consumers in order to influence their behavior. The generation Z are a real opportunity to achieve this aim since they are digitally native and most of their purchasing decisions occurs through the use of their smartphones as they rely on social media for collecting and gathering any kind of information