Exploring the Scope of AI Powered Technology in Customers’ Retail Shopping Experiences: A Systematic Literature Review

Abstract

The retail industry has witnessed significant transformations in recent years, drive by advancements in technology and changing consumer expectations. In this context, the integration of AI powered technologies has emerged as a powerful tool for retailers to enhance their operations and deliver personalized customer shopping experiences. There are many studies that are present in literature with different insights, therefore there is a need to combine these insights and present as a big picture covering different aspects from different areas. Furthermore, existing literature often focus on specific industries or regions, limiting the generalizability of their findings to the retail industry. This systematic literature review aims to explore the scope of AI powered technologies, factors that enhance customers’ retail shopping experiences, customers’ concerns about AI powered technologies, the key factor that drives the customers’ purchase intention, the challenges in integrating AI powered technologies into retail setting and the external factors which effects the customers to integrate AI powered technologies into their retail shopping experiences. By examining these variables and their interplay, this systematic literature review seeks to contribute to the understanding of AI powered technologies’ impact on customer behavior. The findings of this systematic literature review will provide valuable insights for retailers in optimizing their operations leveraging AI powered technologies in the dynamic retail landscape.