Artificial intelligence (AI) is rapidly transforming the way consumers search for information, evaluate products, and make purchase decisions. The increasing adoption of AI-powered technologies, including recommendation systems, chatbots, virtual assistants, and generative AI, has enabled businesses to deliver highly personalized and interactive consumer experiences. As a result, AI has become an important driver of consumer engagement, purchase intention, and decision efficiency in digital marketplaces. This mini-review examines the role of AI in shaping consumer purchase decisions by synthesizing recent literature on AI technologies and their influence on consumer behavior. The review highlights how AI enhances information search, product discovery, personalization, trust, and consumer engagement, ultimately influencing purchasing outcomes. At the same time, it critically discusses major ethical and societal concerns associated with AI adoption, including privacy and data security risks, algorithmic bias, transparency issues, and challenges to consumer autonomy. The findings suggest that while AI offers significant opportunities to improve consumer experiences and marketing effectiveness, its growing ability to predict and influence behavior raises important questions regarding fairness, trust, and informed decision-making. Future advancements in AI should therefore be accompanied by responsible governance, explainable algorithms, and consumer-centric design approaches to ensure that technological innovation supports both business objectives and consumer welfare. This review provides a concise overview of the opportunities, challenges, and future directions of AI-driven consumer decision-making in an increasingly digital economy