Consumer choice in the digitalization era: the interaction of bounded rationality and artificial intelligence algorithms

The article examines consumer choice in the context of economic digitalization, focusing on how the interaction between individuals’ bounded rationality and artificial intelligence algorithms shapes new patterns of market behavior. Drawing on the theoretical framework of H. Simon, D. Kahneman, and A. Tversky, as well as recent advances in behavioral economics, the paper shows that cognitive biases and heuristic strategies acquire new dynamics under the influence of digital technologies. It is demonstrated that recommendation systems, dynamic pricing, and personalized interfaces simultaneously reduce cognitive load and increase manipulative risks. The study emphasizes the importance of developing consumers’ “digital immunity,” integrating algorithmic ethics principles into business practices, and establishing regulatory frameworks to ensure transparency and fairness in digital markets. The author concludes that the sustainable development of the digital economy requires harmonizing the interests of consumers, businesses, and the state through the responsible use of Artificial Intelligence technologies.