Navigating the Algorithmic Gaze: A Critical Examination of AI-Driven Consumer Behavior Prediction in E-Commerce Platforms
Keywords:
algorithmic prediction, consumer behavior, e-commerce, personalization, behavioral feedback loops, platform governanceAbstract
The proliferation of artificial intelligence in e-commerce has fundamentally reconfigured the relationship between consumer behavior and platform architecture, yet scholarly understanding of how predictive algorithms shape purchasing decisions remains fragmented. This paper critically examines AI-driven consumer behavior prediction mechanisms within e-commerce platforms, integrating theoretical perspectives from behavioral economics, algorithmic governance, and critical data studies. Through a systematic qualitative synthesis of peer-reviewed literature from 2018 to 2025, combined with a conceptual analysis of three dominant predictive modeling paradigms—collaborative filtering, real-time behavioral tracking, and cross-cultural preference mapping—the study identifies a pronounced disconnect between technical claims of predictive accuracy and empirical evidence of consumer agency erosion. Findings suggest that while AI personalization demonstrably increases short-term conversion rates, it simultaneously generates feedback loops that constrain consumer exploration and reinforce existing preference structures. The paper advances a tripartite theoretical framework—Algorithmic Visibility, Behavioral Narrowcasting, and Predictive Asymmetry—to explain how prediction systems materially alter consumption trajectories. Implications for platform accountability, consumer welfare, and regulatory design are discussed, alongside recommendations for future research that prioritizes longitudinal user studies over cross-sectional transactional data.
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