A Conceptual Framework on AI-Driven Consumer Behavior in the Age of Digital Branding

Abstract

As artificial intelligence deepens into digital brand interaction, understanding its psychological and relational impact on consumers has become increasingly important. This conceptual paper proposes a comprehensive framework that links artificial intelligence perception, trust formation, and consumer behavior outcomes. This model goes beyond a purely technical perspective and emphasizes how consumers interpret artificial intelligence agents through perceived authenticity, intelligence, and social emotional cues. Trust - including cognitive trust and emotional trust - becomes a key mediating mechanism between perception and participation, loyalty, and co creation behaviors. This framework proposes five propositions and considers moderating factors such as digital literacy, perceptual control, and artificial intelligence labeling. This study is positioned at the intersection of marketing, consumer psychology, and human-computer interaction, filling the theoretical gap in the literature on artificial intelligence brands and providing practical guidance for designing AI experiences that resonate emotionally, are transparent, and enhance trust. It also lays the foundation for empirical work exploring how artificial intelligence technology can shape evolving consumer brand relationships in an increasingly digital environment in the future.