Upplevelseekvationen - när AI-teknik möter konsumenters värdeskapande

Sammanfattning: The purpose of this thesis is to increase knowledge about how AI in physical Retail has consequences for consumers' value creation. The importance of competence and knowledge in combination with technology is emphasized to enable improved customer experiences in physical retail. The customer's purchase decision is primarily influenced by people's knowledge and competence, where technology complements and supports human interaction. The analysis reveals that the human factor and intangible resources, such as the knowledge possessed by individuals, are vital in maximizing the effectiveness of technology. By providing customers with increased information and opportunities for influence, a better experience can be created, leading to higher customer satisfaction and loyalty. If AI is used in the right way, it can therefore create competitive advantages for companies. This study contributes to a deeper understanding of AI's impact on customers' value creation in retail. The study contributes to empirically investigating this phenomenon, which currently has limited research. By analyzing a concrete example in the form of a store that has implemented AI, valuable insights are obtained that emphasize the importance of understanding customer expectations and needs. The study highlights the importance of personalized experiences and the integration of AI as a complement to human interaction and not as a replacement for it. The study's contribution provides a deeper understanding of how companies in the retail sector can benefit from AI-based technology to create added value for customers.