AI in retail customer engagement : a service design thinking perspective on AI-enhanced journeys
Lyytinen, Visa (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025073123772
https://urn.fi/URN:NBN:fi:amk-2025073123772
Tiivistelmä
Tämä opinnäytetyö tarkastelee tekoälyn (AI) vaikutuksia asiakasvuorovaikutukseen vähittäiskaupassa. Erityishuomio kohdistuu hyperpersonointiin, keskustelubotteihin, ennakoivaan analytiikkaan ja näihin liittyviin eettisiin haasteisiin. Tutkimus pohjautuu systematisoituun kirjallisuuskatsaukseen ja tekijän aiempaan kokemukseen vähittäiskaupasta autoetnografisena tausta-aineistona. Kirjallisuuden ja palvelumuotoilun menetelmien (asiakaspolut, persoonat, skenaariot) pohjalta arvioitiin tekoälyn vaikutuksia asiakaskokemuksen eri vaiheissa. Tulokset osoittavat, että tekoäly voi parantaa tehokkuutta ja asiakassitoutumista, mutta siihen liittyy riskejä, kuten toimijuuden kaventuminen, manipulointi ja yksityisyysuhat. Eettinen suunnittelu ja asiakaslähtöisyys ovat keskeisiä tekijöitä kestävän ja luottamusta rakentavan AI:n hyödyntämisessä. This thesis examined how artificial intelligence (AI) influences customer engagement in retail, focusing on applications such as hyper-personalization, chatbots, and predictive analytics, along with their ethical implications. Using a Service Design Thinking framework, the study applied tools like Customer Journey Mapping, Personas, and Scenarios to assess how AI alters the customer experience across various touchpoints.
A systematized literature review was conducted alongside autoethnographic research on the author’s retail experiences. The review synthesized academic and industry sources to identify both benefits and risks, such as behavioral nudging, feedback loops, and reduced consumer autonomy.
The findings indicate that while AI can enhance engagement and operational efficiency, it also poses risks related to manipulation, privacy, and loss of human connection. For AI to support long-term trust and brand value, it must be integrated with ethical considerations and human-centered design. This thesis provides actionable insights for retailers and designers and contributes to the broader discussion on responsible AI in consumer-facing contexts.
A systematized literature review was conducted alongside autoethnographic research on the author’s retail experiences. The review synthesized academic and industry sources to identify both benefits and risks, such as behavioral nudging, feedback loops, and reduced consumer autonomy.
The findings indicate that while AI can enhance engagement and operational efficiency, it also poses risks related to manipulation, privacy, and loss of human connection. For AI to support long-term trust and brand value, it must be integrated with ethical considerations and human-centered design. This thesis provides actionable insights for retailers and designers and contributes to the broader discussion on responsible AI in consumer-facing contexts.