ABSTRACT
Marketers have widely accepted the use of artificial (AI) in marketing. Despite an increase in the use of AI-based tools and features by online retailers, our knowledge of these technologies’ customer perspective is far from being conclusive. The existing research in the field tends to focus mainly on the technical aspects of AI. However, there is little evidence that the researchers have tried to explore AI from the customer’s perspective. This chapter is aimed at exploring the customer perception toward AI. Different features have been identified during the study that customers find significant for them, such as voice search, personalized marketing, content automation, etc. The chapter tries to find customers’ perceptions of these AI-enabled features and determine customer satisfaction. The possible results may help the retailers identify and integrate the tools that the customer finds useful into their platform and improve the one in which they are least interested.
