Artificial intelligence-powered technologies in (customer) experiences

Abstract

This chapter examines the transformative role of artificial intelligence (AI) in shaping customer experiences and consumer consciousness. It explores how AI-generated interactions often transcend direct reflections of reality, creating immersive and dynamic experiential constructs that influence how consumers perceive, feel, and interpret value. The chapter highlights key areas including AI’s application in marketing, the importance of context and embodiment in AI interactions, and the evolving methodologies for consumer research enabled by AI. It also addresses critical ethical considerations such as privacy, transparency, and algorithmic bias. By analysing how AI modulates anticipatory structures, this work underscores AI’s role not merely as a tool for automation but as an active participant in the co-construction of subjective experience. Finally, the chapter outlines future research directions focused on consumer autonomy, cultural differences, emotional AI, and the societal impacts of AI integration. It concludes that responsible, context-aware deployment of AI is essential for businesses to foster trust and enrich customer experiences in an increasingly AI-mediated marketplace.