The aim of this study is to examine the possible impact of artificial intelligence (AI) on enhancing customer experience throughout the customer purchasing process, specifically within the luxury sector. To achieve this objective, we carried out a qualitative investigation consisting of semi-structured interviews with experts in artificial intelligence and managers specializing in customer experience. The findings show that customer experience plays a significant role in luxury brands' ability to win customer loyalty. AI has the ability to improve customer experience by offering highly personalized services through the use of purchase forecasting and automatic customization. This allows luxury brands to provide the right products to the right customers at the right moment. Furthermore, our research emphasizes that AI has a greater capacity to customize the online customer experience compared to in-store experiences, given that customers in the luxury sector have a preference for a conventional experience involving human interaction.
Divakaran et al. (2024) studied this question.