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.

中文翻译：

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人工智能在改善全渠道客户体验中的作用

目的

本研究旨在探讨人工智能（AI）系统在配置和增强全渠道客户体验（OCE）方面可以发挥的作用。本文旨在通过视角和相关解释为更好地理解这两个新颖主题之间的交叉点铺平道路来自管理者、顾问和消费者的信念、经验和想法。

设计/方法论/途径

本研究采用探索性归纳设计。使用扎根理论方法分析了对高级零售经理 (12)、人工智能顾问 (3) 和全渠道消费者 (26) 的 41 次深度访谈的数据。

发现

研究结果表明，当人工智能系统在全渠道体验中实施时，OCE 的某些维度的相关性会发生变化。研究结果表明，某些 OCE 维度更容易与全渠道体验的体验元素相关联，例如个性化、一致性和灵活性。相比之下，集成和连接被视为支持全渠道战略的内部零售商能力。消费者数据还显示了服装、电子产品和家具等产品类别的全渠道客户旅程的差异。

原创性/价值

本研究从顶级零售经理、顾问和消费者的角度阐述了人工智能对 OCE 的影响。这一选择使研究人员能够探索和发现有趣的交叉点，并研究与全渠道体验和人工智能系统实施相关的问题，为未来的研究提供指导。