The social significance of AI in retail on customer experience and shopping practices. (January 2022)

• Record Type: Journal Article
• Authors: Moore, Simon; Bulmer, Sandy; Elms, Jonathan
• Is Part Of: Journal of retailing and consumer services. Volume 64(2022)
• Publication Date: 2022-01
• Subjects: AI -- Digital humans -- Shopping -- Service encounters -- Customer experience -- Social practice; Retail trade -- Periodicals; Service industries -- Periodicals; Customer services -- Periodicals; Commerce de détail -- Périodiques; Service à la clientèle -- Périodiques; Customer services; Retail trade; Periodicals; 658.87
• DOI: 10.1016/j.jretconser.2021.102755
• Languages: English
• ISSNs: 0969-6989

Abstract

Abstract: This paper draws on practice-informed, ethnographic research to develop an understanding of the novel social consequences and opportunities afforded from consumers' interactions with AI digital humans as part of the in-store shopping experience. We reveal and interrogate consumers' experiences with AI digital humans in an exploratory study undertaken during the launch phase of an in-store kiosk digital store greeter in a flagship store of a large national technology and appliance chain. Our findings contribute to understanding the social significance of AI in retail on customer experience (CX) and the managerial implications of consumers interactions with AI digital humans are described and discussed.