Exploring Customer Experience using Artificial Intelligence in Retail Businesses: A Technology Acceptance Model Approach

Abstract

This research investigates the integration of Artificial Intelligence (AI) in the retail industry, with a focus on consumer perceptions in the UAE. Using the Technology Acceptance Model (TAM), the study explores the relationships between Perceived Usefulness (PU), Perceived Ease of Use (PEoU), Attitude Towards Use (ATT), and Intention to Use (INT) AI. The results reveal that PU positively impacts both ATT and INT, while PEoU influences ATT but does not affect PU directly. The findings suggest that enhancing the PU of AI and improving its user-friendliness can significantly boost consumer attitudes and intentions toward adopting AI technology. Key recommendations include emphasising AI’s tangible benefits early on, creating more intuitive and seamless user experiences, and addressing any consumer concerns related to AI implementation. By doing so, businesses can foster a more favourable attitude toward AI, leading to higher adoption rates. These insights are crucial for companies looking to leverage AI to improve customer satisfaction and strengthen their competitive position in the market.

Keywords: Technology Acceptance Model (TAM), Artificial Intelligence (AI), Perceived Ease of Use (PEoU), Perceived Usefulness (PU), Attitude (ATT), Intention (INT)

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