This study's objective was to consolidate prior research on consumer skepticism regarding AI-driven marketing, organise the knowledge, and provide new directions for future research. The PRISM and TCCM frameworks were being utilised to analyse 42 studies from 2018 to 2025. The review recommended future research to utilize TAM and SOR theories to study consumer skeptical behavior. Additionally, a multi-theoretical framework can be explored. Different regions and cultures can be explored. Consumer skepticism, as a key construct, can serve as the main variable. Furthermore, a mixed approach can be explored. Since this review was focused on English-language studies, considered a specific 2018-2025 time period, and peer-reviewed studies from Google Scholar were included, this review poses some limitations. Additionally, specific keywords were used that further restricted other relevant studies. This study revealed the current understanding of consumer behaviour towards AI-driven marketing by utilising the TCCM framework. Additionally, it offered future research opportunities to further explore consumer skepticism.
