Research Objective and Problem Statement Despite the widespread use of artificial intelligence in marketing, previous studies have focused more on technical aspects and improving customer experience. In contrast, the psychological dimensions of consumer behavior, especially trust and credibility, have received less attention. Also, the findings of existing research are scattered and a comprehensive framework for explaining the relationship between artificial intelligence tools and consumer behavior has not yet been presented. Therefore, conducting a systematic review is necessary to synthesize previous findings, identify research gaps, and examine existing trends. This study aims to provide a more comprehensive understanding of the role of artificial intelligence tools in shaping consumer behavior.Also, the role of trust and credibility as factors affecting consumer acceptance and response to these tools in the field of marketing is examined

This study employed a mixed-methods research approach and was conducted in two phases. In the first phase, a systematic literature review was conducted to identify the theoretical foundations, key concepts, and major applications of artificial intelligence in marketing and consumer behavior. At this stage, relevant studies addressing the applications of artificial intelligence in marketing, consumer behavior, trust, credibility, and user experience were reviewed and analyzed. The findings of this phase provided the basis for developing the conceptual framework and designing the research scenarios for the second phase.

In the second phase, the study employed a descriptive, scenario-based research design. Based on the findings of the systematic literature review, three main scenarios for the use of artificial intelligence in marketing were developed: AI-generated content, virtual assistants, and recommendation systems. Subsequently, a research questionnaire was developed based on these scenarios and distributed among students from universities in Iraq. The study population consisted of 19230 students, from which 377 students were selected as the research sample using simple random sampling. The required data were collected through a questionnaire, and SPSS and SmartPLS software were used for data analysis. In the descriptive analysis, statistical indicators were used to describe the demographic characteristics of the respondents and the research variables. In the inferential analysis, Structural Equation Modeling was employed to examine the relationships among the variables and test the research hypotheses.

The findings of the study indicated that artificial intelligence tools play a significant role in shaping consumer behavior. Among the major applications identified, recommendation systems, content generation, and virtual assistants occupied a particularly important position. These tools can influence consumers’ perceptions and decisions through the personalization of services and recommendations, facilitating access to information, increasing response speed, and improving the user experience. The findings also indicated that the appropriate use of artificial intelligence tools can increase consumer interaction with brands and strengthen consumers’ perceived trust and credibility. In particular, providing accurate information, offering appropriate responses, personalizing services, and creating a positive user experience can play an important role in developing consumer trust. However, the results also indicated that, alongside the opportunities offered by artificial intelligence, its use involves challenges such as ethical concerns, concerns regarding the transparency of algorithmic operations, the potential reduction of consumer autonomy in decision-making, and the need for responsible data management.

Based on the findings, it can be concluded that artificial intelligence has become an important and strategic tool in modern marketing and can influence consumer behavior by improving the quality of interaction, personalizing services, and increasing access to information. However, the effectiveness of this technology does not depend solely on its technical capabilities; consumers’ perceived levels of trust and credibility also play an important role in their acceptance and use of AI-based tools. Therefore, organizations and brands should consider not only efficiency but also transparency, information accuracy, preservation of consumer autonomy, and ethical principles when designing and implementing artificial intelligence tools.

From a practical perspective, the findings of this study can be used by marketing managers, organizations, and brands in designing and developing AI-based marketing strategies. Specifically, the development of transparent and trustworthy recommendation systems, responsible content tailored to consumers’ needs, and reliable and responsive virtual assistants can contribute to improving the consumer experience and strengthening the relationship between consumers and brands. Furthermore, the findings can provide a basis for developing policies and ethical frameworks governing the use of artificial intelligence in marketing. Finally, future research is recommended to employ more diverse samples, include different groups of consumers and various industries, and examine broader contexts in order to develop a deeper understanding of the long-term consequences of artificial intelligence use on consumer behavior, particularly with respect to trust, credibility, and its ethical and social dimensions.