Impact of AI & AR on Consumer Perceptions of Various Firms: An Analysis

Abstract

The influence that Augmented Reality (AR) & Artificial Intelligence (AI) has had on the retail industry is the subject of this research. More specifically, the research focuses on how AR & AI has improved the shopping experience by including aspects of excitement and mystery. Augmented reality (AR) is a technology that enhances a user's experience of the real world by superimposing digital content on top of it. This results in interactions between customers and shops with the help of AI that are more customised and engaging. Enhanced shopping experiences for customers are being achieved by retailers through the implementation of augmented reality (AR) & AI through the utilisation of smart devices and developments in internet technology. This is accomplished through the use of features such as virtual fitting rooms and presentations of products in real time. In spite of the positive promises, there are additional problems that need to be handled. These challenges include high costs associated with technology, limited numbers of devices being used, and issues around privacy. A comprehensive literature review investigates a number of studies, such as Mussa's (2022) investigation into the connection between augmented reality (AR), consumer experience, and purchase intention during the post pandemic era, and Xue, Parker, and Hart's (2022) investigation into the application of AR & AI in the retail industry's consumer experience design. The themes that are being discussed include current developments in technology, real-world examples, and upcoming trends such as the incorporation of social media and the customisation of shopping experiences. Augmented reality (AR) & Artificial Intelligence (AI) has the potential to boost customer confidence and raise the likelihood that they will make a purchase. The successful completion of integration is contingent upon overcoming technical obstacles and achieving commercial acceptability.