Customer experiences in the age of artificial intelligence

Artificial intelligence (AI) is revolutionising the way customers interact with brands. There is a lack of empirical research into AI-enabled customer experiences. Hence, this study aims to analyse how the integration of AI in shopping can lead to an improved AI-enabled customer experience. We propose a theoretical model drawing on the trust-commitment theory and service quality model. An online survey was distributed to customers who have used an AI- enabled service offered by a beauty brand. A total of 434 responses were analysed using partial least squares-structural equation modelling. The findings indicate the significant role of trust and perceived sacrifice as factors mediating the effects of perceived convenience, personalisation and AI-enabled service quality. The findings also reveal the significant effect of relationship commitment on AI-enabled customer experience. This study contributes to the existing literature by revealing the mediating effects of trust and perceived sacrifice and the direct effect of relationship commitment on AI-enabled customer experience. In addition, the study has practical implications for retailers deploying AI in services offered to their customers.

Automated summary

This study analyzes the impact of AI integration in shopping on customer experience, proposing a theoretical model and conducting an online survey with 434 responses. Findings suggest trust and perceived sacrifice mediate the effects of convenience, personalization, and service quality, while relationship commitment has a significant direct effect on AI-enabled customer experience. This research contributes to understanding the role of trust, perceived sacrifice, and relationship commitment in AI-enabled customer experiences.