How AI Enhances Retail Experiences?

Sarah Irdina Ridzwan; Anizah Zainuddin

Sarah Irdina Ridzwan
Anizah Zainuddin

Abstract

Artificial intelligence (AI) is a powerful tool that can significantly enhance customer service and build customer trust, particularly for companies seeking to maintain a competitive edge in the retail business landscape. This study employs a thematic approach to investigate how automating the shopping experience with AI can enhance the retail customer experience. The study utilized random sampling techniques and interviewed 350 respondents at the shopping centre. Thematic content analysis was used to analyse the data. This method identifies interesting themes or patterns in the data and uses them to address research questions. It goes beyond simple data summarisation and involves interpreting and understanding the data. The results indicate that AI enhances the retail experience in various areas, such as customer service, product descriptions, marketing efforts, training, and interactive audio. Face-to-face interviews with retail managers revealed that four themes emerged from the discussion. Further research is required to generalise the findings of this study. This will undoubtedly assist retailers in planning their business to achieve operational efficiency while remaining competitive in the era of AI.

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