Future of Artificial Intelligence (AI) Powered Virtual Shopping Assistant Among Malaysian Retailers

Numerous sectors have been transformed by artificial intelligence (AI), and the retail sector is no exception. Virtual assistants with AI capabilities have made shopping more convenient, efficient, and personalised than ever before. These virtual assistants use artificial intelligence (AI) technology to help and direct customers through every step of the purchasing process, from product research to post-purchase assistance. However, to what extent virtual assistant would be prevalent in the future in unknown. Thus, this foresight study attempts to identify the future drivers of virtual assistant and their respective future scenarios from the customer perspective. This study utilized horizon scanning, STEEPV analysis, impact-uncertainty analysis, and scenario building. In order to derive the future images, drivers identified from the STEEPV analysis were used to analyze their respective impacts and uncertainties through the questionnaires distributed to the online retailers in Malaysia. Six merged key drivers were identified. Top two drivers had been identified which are ‘data security and privacy concerns’ and ‘The algorithms of AI virtual assistant’ in the impact-uncertainty analysis. These drivers were used for developing future images of the Al adoption in online retailers in the next 5 to 10 years. Four future scenarios had been discussed which are ‘trustworthy reputation’, ‘higher engagement levels’, ‘expectation of accuracy’ and ‘lack of trust’. This research would provide additional information about the future trends of Al powered virtual shopping assistant among Malaysian retailers.