Customer experiences in the age of artificial intelligence

Nisreen Ameen*, Ali Tarhini, Alexander Reppel, Amitabh Anand

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

259 Citations (Scopus)


Artificial intelligence (AI) is revolutionising the way customers interact with brands. There is a lack of empirical research into AI-enabled customer experiences. Hence, this study aims to analyse how the integration of AI in shopping can lead to an improved AI-enabled customer experience. We propose a theoretical model drawing on the trust-commitment theory and service quality model. An online survey was distributed to customers who have used an AI- enabled service offered by a beauty brand. A total of 434 responses were analysed using partial least squares-structural equation modelling. The findings indicate the significant role of trust and perceived sacrifice as factors mediating the effects of perceived convenience, personalisation and AI-enabled service quality. The findings also reveal the significant effect of relationship commitment on AI-enabled customer experience. This study contributes to the existing literature by revealing the mediating effects of trust and perceived sacrifice and the direct effect of relationship commitment on AI-enabled customer experience. In addition, the study has practical implications for retailers deploying AI in services offered to their customers.

Original languageEnglish
Article number106548
Pages (from-to)106548
Number of pages14
JournalComputers in Human Behavior
Publication statusPublished - Jan 1 2021


  • Artificial intelligence
  • Beauty brands
  • COVID 19
  • Customer experience
  • Trust-commitment theory
  • trust

ASJC Scopus subject areas

  • Arts and Humanities (miscellaneous)
  • Human-Computer Interaction
  • General Psychology


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