With the advent of Industry 5.0, focus has moved from technology to human-centricity, sustainability and well-being of society. The chapter explores how human-centric Artificial Intelligence (AI) contributes to the sustainable consumption behavior by enabling personalized recommendations, building trust, raising environmental awareness, and optimizing resources. Based on empirical research published over the last few years, the chapter discusses the main mechanisms by which AI can impact consumer decision making and outlines examples of its use in circular economy platforms, sustainable product choice, education and resource management. It also addresses issues of privacy, transparency, accessibility and environmental issues and proposes future research directions for harnessing AI to promote sustainable consumption and sustainable development goals.