The role of AI chatbots in enhancing customer experiences across the retail journey
The rapid development of Generative Artificial Intelligence (GenAI) is transforming retail chatbots into sophisticated conversational agents that redefine the customer experience across the entire journey. This entry explores the fundamental tension between the opportunities for enhanced personaliza...
| Autores: | , , |
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| Tipo de recurso: | capítulo de libro |
| Estado: | Versión aceptada para publicación |
| Fecha de publicación: | 2025 |
| País: | España |
| Institución: | Universidad Pública de Navarra |
| Repositorio: | Academica-e. Repositorio Institucional de la Universidad Pública de Navarra |
| OAI Identifier: | oai:academica-e.unavarra.es:2454/55948 |
| Acceso en línea: | https://hdl.handle.net/2454/55948 |
| Access Level: | acceso embargado |
| Palabra clave: | Generative artificial intelligence Customer journey Retail Chatbots AI adoption Human-computer interaction |
| Sumario: | The rapid development of Generative Artificial Intelligence (GenAI) is transforming retail chatbots into sophisticated conversational agents that redefine the customer experience across the entire journey. This entry explores the fundamental tension between the opportunities for enhanced personalization and the critical challenges hindering adoption, including privacy concerns, algorithmic bias, and implementation barriers. By integrating insights from marketing and information systems literature, the analysis provides a conceptual foundation for navigating these trade-offs to create more adaptive, effective, and ethically responsible customer experiences in retail. |
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