Are We Marketing to Consumers or Algorithms? Artificial Intelligence, Consumer Autonomy, and Digital Marketing Management in the Platform Economy: A Narrative Review
Keywords:
Artificial Intelligence, Consumer Autonomy, Digital Marketing, Platform Economy, Narrative ReviewAbstract
Artificial intelligence (AI) has become central to digital marketing in the platform economy, where recommendation systems, predictive targeting, chatbots, ranking algorithms, and engagement architectures shape what consumers see, how they decide, and how firms compete for attention. This narrative review synthesizes recent literature from 2020–2025 on the relationship between AI-driven marketing, consumer autonomy, and digital marketing management. The review asks whether contemporary marketing is directed primarily at human consumers, algorithmic systems, or both; how personalization and recommendation systems alter choice architecture; what ethical risks emerge from profiling, opacity, bias, and surveillance; and which responsible AI practices can preserve trust and consumer agency. The literature shows a consistent trade-off: AI improves engagement, conversion, retention, and segmentation precision, yet can also narrow choice environments, intensify behavioral steering, and weaken decisional and attentional autonomy when systems are opaque or intrusive. Transparency, explainability, privacy controls, and user-adjustable settings emerge as the most common mitigators, though they do not fully resolve structural concerns tied to datafication and attention extraction. Taken together, the evidence suggests that platform marketing is increasingly dual-facing: it persuades consumers while simultaneously optimizing for algorithmic visibility and prediction systems. The review concludes that effective digital marketing management should move toward transparent, explainable, and user-contestable AI governance.
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