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AI-Driven Customer Experience: Factors to Consider
Abstract
Despite the increasing implementation of artificial intelligence (AI), it is puzzling why consumers are still resistant towards it. Part of the problem is how to create systems that appropriately meet consumer demand for good quality and functional AI. The chapter addresses this issue by providing the much-needed understanding of how AI technologies can shape a satisfactory customer experience. Results are clear in showing that easy-to-use and high-quality AI systems form positive attitudes, and consumers are willing to use such technology again. Functional and enjoyable interaction enhanced the experience and thus attitude formation. These results have been substantiated statistically only for the high satisfaction group. By contrast, for low satisfaction group, consumers have not enjoyed the experience they had with the AI system. They found the interaction to be unpleasant, and the system to be useless. The outcomes are summarised in a framework for designing appropriate AI systems shaping consumer journey beyond the traditional marketing context.
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