AI enhances the retail customer experience through a multi-faceted approach. It leverages data analytics to create highly customized shopping journeys and personalized interactions (A). It also optimizes direct customer touchpoints through automated systems like chatbots for instant support and tailored recommendation engines for relevant product discovery (B). Furthermore, AI improves backend processes by automating tasks and providing data-driven insights, which leads to better service, optimized inventory, and a more seamless overall customer experience (D). These elements work together to create a more efficient, personalized, and responsive retail environment.

C: This describes a poor customer experience. The goal of AI is personalization and contextual awareness, not providing the same generic response to every customer.

1. Guha

A.

Grewal

D.

Kopalle

P. K.

Haenlein

M.

Schneider

M. J.

& Warmath

D. (2021). How artificial intelligence is changing the retail industry. Journal of Retailing

97(1)

1-10. (Discusses personalization

customer service automation

and operational efficiencies as key AI applications in retail). DOI: https://doi.org/10.1016/j.jretai.2021.01.005

2. Davenport

T.

Guha

A.

Grewal

D.

& Bressgott

T. (2020). How artificial intelligence will change the future of marketing. Journal of the Academy of Marketing Science

48(1)

24-42. (See Section: "Personalization and Customization

" pp. 30-32

which details how AI uses data to tailor experiences

supporting options A and B). DOI: https://doi.org/10.1007/s11747-019-00696-0

3. Wisskirchen

G.

et al. (2017). Artificial Intelligence and Robotics and Their Impact on the Workplace. IBA Global Employment Institute. (See Chapter 4

"Retail

" which describes how AI automates repetitive tasks and provides data insights to improve both operations and customer-facing services

supporting option D). Available via research portals like ResearchGate.