Abstract
Artificial Intelligence (AI) is a technological tool that has offered new experiences to users on digital platforms. From this perspective, this study analyzed the perception of the role of artificial intelligence in the purchasing decision-making process of university consumers on the digital platform Instagram. Methodologically, the research adopted a qualitative approach and data collection was carried out through structured interviews with 13 university students. The method used to analyze the data was content analysis and the categories analyzed were: Artificial Intelligence mechanisms and the decision-making process of the university consumer. The results showed the power of influence of AI on university consumers, demonstrating the strong participation it plays in their purchasing decisions. In conclusion, it is observed that Artificial Intelligence identifies users' interests based on data provided by them, with the launch of personalized content with the intention of improving their experiences, as well as influencing their decisions.