Analyzing the impact of generative artificial intelligence on consumer behavior

VU VAN HIEN¹, LE NGO NGOC THU²

¹HUTECH University

² HUTECH University; Corresponding author, Email: [email protected]

Abstract

This paper aims to analyzing the impact of generative artificial intelligence (Gen AI) on consumer behavior. By making it possible to synthesize realistic data and extract valuable insights from massive, unstructured datasets, Gen AI techniques like generative adversarial networks, variational autoencoders, and transformers have transformed consumer behavior prediction. Nevertheless, despite their potential, the research currently in publication does not sufficiently explore how effective these models are in real-world applications. The purpose of this research is to better understand how Gen AI models may improve consumer behavior prediction and what it means for practical marketing and customer interaction applications.

Keywords: Consumer behavior, Gen AI

(The article was published in the Vietnam Economic & Financial Review, Vol. 2, Issue 1, February 2026)

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