Digital Transformation in Retail Management: The Impact of AI Technology on Customer Experience in Physical and Online Retail

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Qualitative analysis reveals AI enhances customer experience in the retail sector, highlighting omnichannel integration and personalization.

AI technology significantly improves customer experience by enabling real-time personalization and dynamic interactions.
Omnichannel integration allows for a seamless customer journey, enhancing overall satisfaction across various retail channels.
Customer perceptions of AI vary by channel; physical stores prioritize human engagement while online platforms focus on efficiency.
The study integrates Service-Dominant Logic, Technology Acceptance Model, and Omnichannel Service Integration Theory to frame customer experience.

Nuraeni et al. (2025) studied this question.

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Qualitative analysis reveals AI enhances customer experience in the retail sector, highlighting omnichannel integration and personalization.