Analyzing the Relationship Between Artificial Intelligence and Customer Experience Improvement in the Online Retail Industry
Ali Ebrahimi, Mahmoud Ebrahimi, Narjes Ebrahimi · Digital Transformation and Administration Innovation · 2024
This study aims to explore the relationship between artificial intelligence and customer experience enhancement in the online retail industry from the perspective of industry professionals. A qualitative research design was employed, utilizing semi-structured interviews with 27 participants working in AI, e-commerce strategy, and customer service roles in Tehran-based online retail businesses. Data collection continued until theoretical saturation was reached. The interviews were analyzed using NVivo software through a three-stage coding process: open coding, axial coding, and selective coding. This approach enabled the identification of key categories and themes that reflect the role of AI in shaping online customer experiences. The analysis revealed six main thematic categories: AI-enabled personalization, service efficiency and responsiveness, human-AI interaction challenges, trust and ethical concerns, technical capabilities and limitations, and customer engagement. Participants emphasized the benefits of personalization and automation, but also highlighted challenges including emotional disconnect, data privacy concerns, and inconsistent AI performance. The study found that while AI improves efficiency and customer satisfaction, its effectiveness is contingent upon ethical design, cultural adaptation, and hybrid human-AI collaboration. AI plays a critical role in enhancing customer experience in online retail, but its full potential can only be realized when technical sophistication is balanced with ethical transparency, emotional intelligence, and user-centered design.