From Bounded Rationality to Algorithmic Bias: How Generative Artificial Intelligence Reshapes Marketing Decision-Making

Yuntong Wu

doi:10.47297/wspceWSP2516-251929.20261004

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From Bounded Rationality to Algorithmic Bias: How Generative Artificial Intelligence Reshapes Marketing Decision-Making

Volume 10, Issue 4

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From Bounded Rationality to Algorithmic Bias: How Generative Artificial Intelligence Reshapes Marketing Decision-Making
From Bounded Rationality to Algorithmic Bias: How Generative Artificial Intelligence Reshapes Marketing Decision-Making
Business School, Soochow University, Suzhou, Jiangsu, 215021, China
Vol. 10, Issue 4, Pages: 150-155(2026)
Published：30 August 2026
DOI：10.47297/wspceWSP2516-251929.20261004
Accepted：

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Wu Yuntong.From Bounded Rationality to Algorithmic Bias: How Generative Artificial Intelligence Reshapes Marketing Decision-Making[J].Creative Economy,2026,10(04):150-155.
DOI：

Wu Yuntong.From Bounded Rationality to Algorithmic Bias: How Generative Artificial Intelligence Reshapes Marketing Decision-Making[J].Creative Economy,2026,10(04):150-155. DOI： 10.47297/wspceWSP2516-251929.20261004.

摘要

Abstract

Generative artificial intelligence has rapidly entered marketing practice. Firms now use large language models and generative systems for content creation

recommendation

pricing

and customer interaction. These technologies do more than improve efficiency. They reshape how marketing decisions are made. Existing research

however

remains fragmented. Studies on bounded rationality

algorithmic bias

and generative AI in marketing often develop in isolation. As a result

the decision logic underlying generative AI–driven marketing remains unclear. This paper presents a systematic and integrative review of research published between 2010 and 2025

with a focus on work after 2019. The review draws on literature from marketing

behavioral economics

management and strategy

and AI ethics and information systems. Using a structured search and a three-dimensional coding scheme

the review analyzes how generative AI interacts with human cognition

decision authority

and market outcomes. The review addresses three research questions. First

it examines how generative AI extends or constrains bounded rationality in marketing decision-making. Second

it identifies the mechanisms through which algorithmic bias emerges in generative AI–driven marketing systems. Third

it analyzes how generative AI reshapes decision-making logic across managerial

consumer

and market levels. The paper develops a continuous framework that links bounded rationality

algorithmic rationality

and algorithmic bias. This framework elucidates how cognitive offloading

algorithmic intermediation and feedback loops collectively reshape marketing decisions. By synthesizing previously fragmented research literature and offering implications for marketing management

artificial intelligence governance and consumer protection

this review makes a significant contribution.

关键词

Keywords

references

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