Consumption presents inherent trade-offs between individual and societal wellbeing, requiring consumers to balance personal costs and benefits against collective outcomes. This entry examines how artificial intelligence (AI) can support consumers, companies, and policymakers in navigating these complex trade-offs to support wellbeing, while acknowledging both the potential and risks of these technological solutions. Drawing on wellbeing, consumer psychology, and technology literature, the entry positions AI as a tool that can help navigate trade-offs and consumer burdens associated with ethical consumption. The discussion reveals how AI systems can both enhance and detract from individual and societal wellbeing, leading to the proposal of five key AI Wellbeing Trade-offs: Equity, Autonomy, Transparency, Purpose, and Progress. Alongside these trade-offs, the entry provides design principles for implementing AI-supported consumption decisions and experiences that support wellbeing while avoiding exacerbating existing inequities and generating new AI-created wellbeing deficits.