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Creating Better Customer Experience With AI

By American Marketing Association

October 30, 2020

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Researchers from Erasmus University, The Ohio State University, York University, and London Business School examined the tension between AI's benefits and costs and developed recommendations to guide managers and scholars investigating these challenges.

"Consumers and Artificial Intelligence: An Experiential Perspective," by Stefano Puntoni, Rebecca Walker Reczek, Markus Giesler, and Simona Botti, will be published in the Journal of Marketing.

Artificial intelligence (AI) has changed how consumers eat, sleep, work, play, and even date. Given the growing ubiquity of AI, marketers operate in organizations with a culture increasingly shaped by computer science. Software developers' objective of technical excellence may not align with marketers' objective of creating valued consumer experiences. While AI can improve consumers' lives in concrete and relevant ways, a failure to incorporate behavioral insight into technological developments may undermine consumers' experiences with AI.

The researchers seek to bridge these two perspectives. They presentsa framework that conceptualizes AI as an ecosystem with capabilities, and focus on the consumer experience of these capabilities. "To articulate a customer-centric view of AI, we move attention away from the technology toward how the AI capabilities are experienced by consumers," Reczek says. "Consumer experience . . . encompasses multiple dimensions: emotional, cognitive, behavioral, sensorial, and social."

The researchers provide marketers with recommendations and concrete steps to design improved consumer AI experiences.

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