The effect of using AI on consumer behavior

This study focuses mainly on the impacts of artificial intelligence (AI) on consumer behavior through empirical evidence and theoretical frameworks. The research aims to understand the behavioral and economic aspects of consumer decision-making in digital environments with respect to artificial intelligence technology. The study was carried out among clients of the Libyan Islamic Bank, which was selected as an accessible application setting for data collection. A descriptive cross-sectional study design targeting 391 clients between April 15 and June 15, 2025, was utilized. Clients were recruited on the basis of statistical power analysis for sample sufficiency and representativeness. Data were collected using structured questionnaires that included demographic profiling and validated scales measuring AI use and consumer behavior. The instruments used showed high reliability, with Cronbach's alpha greater than 0.80 for key constructs. Data were analyzed through IBM SPSS and R software, applying descriptive statistics, Pearson correlation, and multiple regression analyses to test the hypotheses of the study. The results show that AI significantly affects consumer behavior in digital environments. Strong positive associations were discovered between consumer behavior and engagement (r = .852), and also between AI use and perceived usefulness (r = .859). Regression analyses confirmed the hypothesized relationships, including a strong positive effect of AI use on consumer behavior (β = 0.733, R² = 0.537), and significant effects of trust and recommendation on consumer outcomes. All findings were statistically significant at p < .001. In general, the research accentuates the transformative nature of AI regarding consumer experiences and behavior. With this perspective, it emphasizes how trust, personalization, and engagement in dealing with AI tools can help consumer interaction and satisfaction in respect of the digital market. This provides significant implications for policymakers, practitioners, and researchers who want to make the best out of AI integration in customer-oriented services.