The Dark Side of AI-Driven Persuasion: Algorithmic Manipulation and Consumer Autonomy

Abstract

This article examines the dark side of artificial intelligence driven persuasion in digital markets by synthesising interdisciplinary research on algorithmic personalisation, dark patterns and consumer autonomy. Drawing on a systematic literature review of peer reviewed work in marketing, consumer behaviour, human computer interaction, information systems and law, the study maps how artificial intelligence based systems have shifted persuasion from discrete campaign level tactics to an always on infrastructure that continuously predicts, tests and optimises individual responses. The review identifies recurring mechanisms through which granular targeting, interface level design strategies and opaque optimisation practices blur the boundary between legitimate persuasion and manipulation and create structural risks for consumers. Across the literature, consumer autonomy emerges as the central normative concern, as artificial intelligence simultaneously supports and erodes people’s capacity to act on their own reasons and values in practice. The article concludes by outlining implications for responsible design and governance that seek to retain the benefits of personalisation while preventing systematic manipulation.