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.

中文翻译：

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人工智能时代的客户体验

人工智能 (AI) 正在彻底改变客户与品牌互动的方式。缺乏对支持人工智能的客户体验的实证研究。因此，本研究旨在分析人工智能在购物中的整合如何改善基于人工智能的客户体验。我们提出了一个借鉴信任承诺理论和服务质量模型的理论模型。一项在线调查分发给使用过某美容品牌提供的人工智能服务的客户。使用偏最小二乘结构方程模型分析了总共 434 个响应。研究结果表明，信任和感知牺牲作为调节感知便利、个性化和人工智能支持的服务质量影响的因素的重要作用。调查结果还揭示了关系承诺对支持人工智能的客户体验的显着影响。本研究通过揭示信任和感知牺牲的中介效应以及关系承诺对支持人工智能的客户体验的直接影响，为现有文献做出了贡献。此外，该研究对零售商在向其客户提供的服务中部署人工智能具有实际意义。