The increasing use of artificial intelligence in marketing and digital interaction environments has significantly transformed consumer behavior patterns. Despite the increasing research in this area, the existing literature still suffers from conceptual fragmentation and lacks a coherent framework to explain the mechanisms by which artificial intelligence affects consumer behavior. The present study aimed to systematically synthesize the literature and provide a conceptual framework to explain the impact of artificial intelligence on consumer behavior. The research method was based on a systematic review of scientific texts published in 11 databases between 1966 and 2024. In this process, 1930 scientific articles and 62 book chapters were identified and reviewed, and the data were analyzed using qualitative content analysis and conceptual coding in MaxQDA software. The findings showed that artificial intelligence affects consumer behavior through mechanisms such as personalizing offers, increasing the quality of interactions, strengthening consumer trust, improving the credibility of marketing information, and facilitating purchase decisions. Accordingly, the present study presents an integrated conceptual framework that explains the key dimensions and relationships between the main components of the impact of artificial intelligence on consumer behavior. The innovation of this research lies in integrating the scattered literature and providing a coherent understanding of the role of AI in shaping consumer interactions and decisions. This framework can serve as a basis for future empirical research as well as the design of AI-based marketing strategies.