The role of artificial intelligence in improving the omnichannel customer experience

Abstract

Purpose: This study aims to explore the role that artificial intelligence (AI) systems could play in configuring and enhancing the omnichannel customer experience (OCE).This paper aims to pave the way to better understand the intersection between these two novel topics through perspectives and associated interpretations from managers', consultants' and consumers' beliefs, experiences and thoughts. Design/methodology/approach: The study adopts an explorative inductive design. Data from 41 in-depth interviews with high-level retail managers (12), AI consultants (3) and omnichannel consumers (26) was analyzed using grounded theory methodology. Findings: The study's results revealed that, when AI systems are implemented in the omnichannel experience, some dimensions of the OCE change in relevance. The findings show that some OCE dimensions are easier to relate with experiential elements of the omnichannel experience, such as personalization, consistency and flexibility. In contrast, integration and connectivity are perceived as internal retailer capabilities that enable the omnichannel strategy. Consumers' data also show differences in the omnichannel customer journeys for the product categories of clothes, electronics and furniture. Originality/value: This study presents insights on the impact of AI on OCE from top-retail managers', consultants' and consumers' perspectives. This choice allowed researchers to explore and uncover interesting intersecting points and examine issues related to omnichannel experience and AI systems implementation, providing guidance for future research.