Technologies That Facilitate Direct Interactions With Customers

This paper presents research on technologies that can facilitate direct interactions with customers, offering unique and attractive experiences when using artificial intelligence. As per the 2019 survey conducted by BearingPoint, two major categories of developing AI technologies are found to enhance the overall customer experience: (1) technologies that allow direct interaction with customers, and (2) technologies that enable more efficient handling of customer requests and expectations. Regarding the technologies that facilitate direct interactions with customers, there are POS technologies, AI-powered chatbots, digital voice assistants, etc. These technologies transform and enhance the customer experience, thus making shopping more appealing and interesting. The motivation for choosing this topic is that it gives a global, current perspective and arouses interest, curiosity, uncertainty, even fear. The research question is implemented with the help of an empirical investigation among retail representatives and customers to pinpoint if modern technologies that facilitate direct interactions with customers is the solution for achieving higher performance in the retail field, but without being used unethically. The originality of the research consists in investigating the behavior of generation Z towards technologies powered by Artificial Intelligence in the retail sphere, in an emerging market. Considering the direction in which the technologies that facilitate direct interactions with customers is evolving and based on the arguments of specialists, it seems that these will represent an element of distinction and competitive advantage. Companies in the retail sector that will invest in the development of Artificial Intelligence will benefit in the long term.