This study aims to provide a comprehensive review of academic research conducted between 2019 and 2024 on the effects of artificial intelligence (AI)-driven advertising practices on consumer behavior. The integration of AI into marketing processes has led to significant transformations, particularly in areas such as personalized advertising, enhanced consumer experience, and the influence on purchasing decisions. Accordingly, the study first outlines the application areas of AI in advertising, followed by an evaluation of its impact on consumer perception, trust, satisfaction, and decision-making processes based on both national and international literature. The literature analysis reveals that AI-based advertisements generate both rational and emotional effects on consumers. However, issues such as data privacy, algorithmic transparency, and cultural differences appear to be underrepresented in the existing body of research. As a result, the study presents a critical assessment of the current literature and offers recommendations for future research.