El impacto de la IA en la experiencia omnicanal del cliente a lo largo del customer journey en retail

Rojas Rodríguez, Vanessa

Ítem

Acceso Abierto

El impacto de la IA en la experiencia omnicanal del cliente a lo largo del customer journey en retail

https://repository.urosario.edu.co/handle/10336/47522

Autores

Rojas Rodríguez, Vanessa

Fecha

2025-01-20

Directores

Koetz, Clara Isabel

Editor

Universidad del Rosario

Export Format:

Buscar en:

Métricas alternativas

Resumen

El siguiente documento está orientado a analizar el impacto de la inteligencia artificial en la experiencia omnicanal del cliente dentro del sector retail. Para ello, se examinan los principales avances tecnológicos que han transformado los puntos de contacto entre las marcas y los consumidores, así como los cambios en el comportamiento del cliente frente a interacciones cada vez más personalizadas y coherentes entre canales. El análisis aborda cómo la IA mejora la eficiencia operativa, optimiza la comunicación personalizada y contribuye a un customer journey más fluido, evaluando también los retos y limitaciones asociados a su implementación en entornos omnicanal.

Abstract

This study examines how Artificial Intelligence (AI) integration influences the Omnichannel Customer Experience (OCE) in the retail sector. It aims to better understand the intersection between AI and omnichannel strategies by exploring the beliefs, experiences, and perceptions of both consumers and industry professionals. Over the last few years, retail has been reshaped by constant changes on customer expectations, rapid technological advancements, and the growing demand for seamless and personalized shopping experiences. AI has become one of the most disruptive forces in this transformation, offering new ways to improve satisfaction and boost brand performance. However, using AI effectively is not just about adopting new technology, it’s about knowing how to integrate it across all touchpoints in a way that feels natural and valuable for customers. The research addresses the question: How does the integration of Artificial Intelligence impact the OCE in the retail sector? To answer this, a qualitative, exploratory approach was used. Primary data came from semi-structured interviews with nine participants, including Gen Z consumers from Colombia, France and professionals in marketing and customer experience management in companies already implementing AI in an omnichannel context. Additionally, three more participants were observed in real time to capture their behaviors, reactions, and interactions with AI-powered services across different retail channels. Findings show that AI can bring clear benefits to the OCE, especially through targeted personalization, faster decision-making and improved operational efficiency. Professionals shared examples of using AI for sentiment analysis, trend tracking, and automated campaign optimization, while consumers appreciated the time saved, relevant recommendations, and more engaging visual experiences. Despite these benefits, several challenges emerged, such as data privacy regulations, difficulties in cross channel integration and skepticism toward fully automated experiences. Across all cases, human oversight was seen as key to maintain authenticity and emotional connection with brands. This research shows how AI and omnichannel strategies can work hand in hand. AI should support (not replace) human interaction. Brands that blend both throughout the customer journey, while keeping personalization, transparency, and trust at the core, will build stronger loyalty, engagement, and sustainable growth.