Titlebook: Artificial Intelligence along the Customer Journey; A Customer Experienc Ada Maria Barone,Emanuela Stagno Book 2023 The Author(s), under ex

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MULTI

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AI-powered Self-service Technologies,y revolutionising one key component of the purchase stage of the customer journey. As these AI applications are still underexplored in the literature and little is known about their effect on consumer behaviour, we discuss potential avenues that future research could explore to deepen our understanding of these tools.

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ANTI

,Investigating Proteins with β-Sheets,ces (e.g., human-like features, conversational style), and what is their impact on consumers’ perceptions and behaviour. We also build on current applications in the market to further discuss the role that these agents could play in the purchase stage and to suggest directions for future research on this topic.

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Exploring Secondary Structure Elements,the impact that the use of these tools has on consumers’ perceptions and behaviours. We also highlight barriers to the adoption and use of these devices. Finally, we discuss how voice assistants impact several touchpoints along the customer journey and discuss how to best understand their role from a theoretical point of view.

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