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Related Experiment Video

Updated: Dec 9, 2025

High-definition Transcranial Direct Current Stimulation over Right Dorsolateral Prefrontal Cortex to Enhance Metacognitive Sensitivity
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Customer experiences in the age of artificial intelligence.

Nisreen Ameen1, Ali Tarhini2, Alexander Reppel1

  • 1School of Business and Management, Royal Holloway, University of London, London, United Kingdom.

Computers in Human Behavior
|September 9, 2020
PubMed
Summary
This summary is machine-generated.

Artificial intelligence (AI) enhances customer experiences by building trust and commitment. Personalization, convenience, and service quality significantly impact AI-enabled customer experiences in retail.

Keywords:
Artificial intelligenceBeauty brandsCOVID 19Customer experienceTrust-commitment theorytrust

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Area of Science:

  • Marketing
  • Consumer Behavior
  • Artificial Intelligence

Background:

  • Customer interaction with brands is rapidly evolving due to artificial intelligence (AI).
  • Empirical research on AI-enabled customer experiences remains limited.
  • Understanding AI's role in enhancing customer experiences is crucial for businesses.

Purpose of the Study:

  • To analyze how AI integration in shopping improves AI-enabled customer experiences.
  • To propose and test a theoretical model integrating trust-commitment and service quality theories.
  • To identify key factors influencing customer experience with AI in retail.

Main Methods:

  • An online survey was administered to 434 customers who used AI-enabled beauty brand services.
  • Partial least squares-structural equation modeling (PLS-SEM) was employed for data analysis.
  • The study tested a theoretical model based on trust-commitment and service quality theories.

Main Results:

  • Trust and perceived sacrifice mediate the impact of convenience, personalization, and AI service quality on customer experience.
  • Relationship commitment directly and significantly influences AI-enabled customer experience.
  • AI-driven personalization and convenience positively impact customer trust and reduce perceived sacrifice.

Conclusions:

  • AI integration in retail services can significantly enhance customer experiences through trust and commitment.
  • Retailers should focus on building trust and managing perceived sacrifice to leverage AI effectively.
  • The study provides a framework for understanding and improving AI-enabled customer experiences in the beauty sector.