Artificial Intelligence Impact on Customer Experience: Conceptualization, and a Proposed Model

This study investigates whether highly complex AI algorithms improve customer experience more effectively than simpler algorithms that reduce AI opaqueness. Additionally, it explores the impact of increased personalization on customer experience and whether limiting personalization is more effective in preserving trust in the brand. A review of the literature reveals that published research on this topic is scarce, with no studies providing comprehensive answers to the questions addressed in this field. This paper proposes a model for assessing the factors impacting customer experience while utilizing Artificial Intelligence chatbots for mobile services. A qualitative, exploratory approach has been adopted to qualify the developed model. The study contributes to the literature by presenting an effective model that will be empirically tested in future studies, enabling business owners to identify the primary factors to prioritize when designing an AI chatbot service.