<![CDATA[The rapid diffusion of artificial intelligence (AI) across e-commerce, social commerce, and digital marketing platforms has fundamentally reshaped how consumers search, evaluate, and decide to purchase products and services online. This study examines the relationship between AI adoption and consumer purchase decisions within the digital economy by synthesizing findings from twenty-five recent scholarly works published between 2023 and 2026. Using a systematic literature review and conceptual-analytical approach, the study integrates the Technology Acceptance Model (TAM) and the Unified Theory of Acceptance and Use of Technology (UTAUT2) with the Stimulus-Organism-Response (S-O-R) framework to propose an integrative conceptual model in which consumer trust and customer experience mediate the relationship between AI adoption antecedents (personalization, perceived usefulness, credibility, and conversational-agent interaction) and purchase decisions, moderated by the broader digital economy context. The review finds converging evidence that AI-enabled personalization, recommendation systems, and chatbots significantly and positively influence purchase intention and decision, primarily through enhanced trust, convenience, and customer experience, although effects vary by generational cohort, sector, and cultural context, and are constrained by privacy and ethical concerns. The study contributes a synthesized, up-to-date conceptual model and identifies avenues for future empirical validation, particularly in emerging digital economies such as Indonesia.]]>
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