Customer experiences in the age of artificial intelligence

Nisreen Ameen, Ali Tarhini, Alex Reppel, Amitabh Anand

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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.
Keywords: Artificial intelligence; customer experience; trust-commitment theory; trust; beauty brands; COVID 19.
Original languageEnglish
Article number106548
JournalComputers in Human Behavior
Early online date2 Sept 2020
Publication statusPublished - Jan 2021


  • Artificial intelligence
  • customer experience
  • trust-commitment theory
  • trust
  • beauty brands
  • COVID 19

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