<![CDATA[This study aims to explore the role of Artificial Intelligence (AI)-based algorithms on digital platforms in shaping the preferences and purchasing decisions of Generation Z in Aceh. The development of AI technology has changed the way consumers interact with information through content personalization systems tailored to user behavior. This study uses a qualitative approach with a phenomenological method through in-depth interviews with Generation Z who actively use social media. The results show that AI algorithms play a significant role in curating the displayed content, thus creating repeated exposure that can shape consumer preferences. These preferences then influence the purchasing decision-making process, which in many cases occurs spontaneously without in-depth information searches. Furthermore, digital platforms and user experience also strengthen the influence of algorithms in shaping consumer behavior. This study contributes to understanding the role of algorithms as actors in consumer behavior in the digital era and provides practical implications for business actors in optimizing AI-based marketing strategies.]]>
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