INTRODUCTION

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The implementation of artificial intelligence (AI) has become known as an uprising force, transforming various elements of business operations. It is also known as human intelligence processes by computers, is able to convert data into strategies that influence appropriate customer behaviour (Haenlein & Kaplan, 2019).

  • the study aims to clarify the particulars of Sephora customers' viewpoints regarding the integration of AI in commercial activities.
  • it seeks to illustrate the ways in which AI interventions improve the quality of Sephora services, customisation, and customer satisfaction levels by highlighting the positive effects of Artificial Intelligence on customer experiences.
  • the research strives to assess the methods via which Artificial Intelligence develops customer loyalty towards strong brands like Sephora.

PROBLEM STATEMENT

Despite the increasing adoption of AI in retail, there is a lack of empirical research specifically examining its effects in beauty retail settings. While AI holds the potential to revolutionize personalization and customer service, there is a need for empirical studies to validate its impact in real-world settings such as Sephora's operations.

RESEARCH QUESTIONS

    • RQ1. Is there a relationship between perceived convenience and better customer experiences?

    • RQ2. Is there a relationship between personalisation and better customer experiences?

    • RQ3. Is there a relationship between AI-enabled customer service and better customer experiences?

    • RQ4. Is there an impact between perceived convenience, personalisation and AI-enabled customer

                              service with trust as mediator on better customer experiences?

RESEARCH OBJECTIVES

    • RO1. To examine the relationship between perceived convenience and better customer experiences.

    • RO2. To examine the relationship between personalisation and better customer experiences.

    • RO3. To examine the relationship between AI-enabled customer service and better

                    customer experiences.

    • RO4. To examine the relationship between perceived convenience, personalisation and

                     AI-enabled customer service with trust as mediator on better customer experiences.


SIGNIFICANCE OF STUDY

  • By showcasing Sephora's successful implementation of AI, the study positions the brand as a benchmark for other companies to improve their business operations. It emphasizes the advantages of adopting AI and encourages emulation of Sephora's strategies.
  • The research aims to stimulate more investigation, creativity, and collaboration within academic and research communities. By offering insights into AI implementation in retail settings, it encourages scholars and practitioners to delve deeper into this area.
  • Ultimately, the research aims to empower companies with the knowledge and capabilities to leverage AI-driven advancements in creating unique and memorable consumer experiences.