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This chapter provides an overview of what artificial intelligence is and how it is applied in the different technologies used in retail and commercial settings. Moreover, the chapter presents the different technologies covered in the book and provides empirical evidence of how these technologies can be categorised. In particular, using an online consumer sample (N = 600), the study shows how consumers assess the sensory and social functions of different AI solutions. Based on the findings, the chapter proposes a theoretical framework that will be used as a guide throughout the book. Finally, the chapter discusses the concept of customer journey and sets the stage for explaining how different AI solutions can serve several purposes to enhance the customer experience.

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Correspondence to Ada Maria Barone .

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The study was funded by Goldsmiths, University of London.



See Tables 1.1, 1.2 and 1.3.

Table 1.1 AI-powered technologies descriptions and vignettes
Table 1.2 Reliability scores for Sensory Function
Table 1.3 Reliability scores for Social Function

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Barone, A.M., Stagno, E. (2023). Introduction. In: Artificial Intelligence along the Customer Journey. Palgrave Macmillan, Cham.

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