Al Adoption in Emerging Markets Under Economic Sanctions: A Systematic Review of Consumer Behavior and Business Resilience Strategies

The intersection of artificial intelligence (AI) adoption, consumer behavior, and economic sanctions represents a critical yet underexplored frontier in contemporary marketing scholarship. This systematic literature review, grounded in the PRISMA ۲۰۲۰ protocol, analyzes ۸۷ peer-reviewed articles published between ۲۰۲۱ and ۲۰۲۶ across Scopus and Web of Science databases. The review addresses three research questions: how economic sanctions shape consumer trust in Al-driven marketing, which behavioral theories explain consumer responses under sanction conditions, and what business resilience strategies emerge from AI adoption in sanctioned economies. Findings reveal that sanctions paradoxically accelerate certain forms of AI adoption, particularly in fintech and e-commerce, while simultaneously eroding consumer trust through algorithmic opacity and institutional distrust. The study introduces the Sanctioned-AI Consumer Resilience Framework (SACRF), an integrative conceptual model positioning perceived technological sovereignty, algorithmic transparency, and institutional trust as key mediators between AI exposure and consumer behavioral outcomes. The review concludes with a context-sensitive future research agenda and actionable implications for managers and knowledge-based enterprises operating under economic coercion.

کلیدواژه ها:

Artificial Intelligence ، Consumer Behavior ، Economic Sanctions ، Business Resilience ، Emerging Markets