Consumer creativity refers to consumers’ ability to generate novel and functional ideas or solutions within consumption contexts. With the rapid development of emerging technologies such as artificial intelligence (AI) and extended reality, the processes through which consumer creativity is generated and measured, as well as its antecedents, underlying mechanisms, and consequences, have undergone significant changes, creating an urgent need for a systematic review of the literature. First, this paper systematically reviews the concept and dimensions of consumer creativity, its classifications, and its distinctions from related concepts such as value co-creation and customer engagement. It also summarizes the evolution of measurement methods, including AI-based evaluation methods. Second, based on the framework of “people (individual and group) in consumer creativity – management approaches to consumer creativity – environment of consumer creativity”, this paper synthesizes the antecedents and underlying mechanisms of consumer creativity, with particular attention to the roles of extended reality and AI technologies. Third, this paper reviews the consequences of consumer creativity at the individual, group, and firm levels. Fourth, this paper proposes that future research can advance the study of consumer creativity from multiple dimensions, including measurement, people, management, environment, and outcomes. Overall, this paper provides a comprehensive review of the development of consumer creativity research, highlights emerging trends in the context of new technologies such as AI, and offers insights for both academic research and managerial practice.