The Application of Artificial Intelligence and Its Impact on Changing Consumer Consumption Patterns on E-Commerce Platforms

The development of technology and artificial intelligence (AI) has profoundly transformed the lifestyles and consumption patterns of modern society. The purpose of this study is to investigate the role of AI in this behavioral shift towards consumption, particularly with a focus on content personalization, recommendation systems, and digital service automation, which have become common practices on e-commerce and social media platforms. This study reveals that today's society is evolving from function-over-form to a consumption pattern driven more by emotion and pleasure, where user preferences are primarily determined by algorithms and digital communication. These results reinforce the notion that AI not only contributes to the efficiency of the user experience but also indirectly plays a role in shaping a new consumer culture in the increasingly dynamic digital era.