What if…? – How AI Chatbots Could Reconfigure Grocery Shopping In-store
Abstract
In the light of the rapid development of AI technology, this paper aims to explore how the integration
of the novel application of an AI chatbot would reconfigure the practice of grocery shopping in brickand-
mortar stores contributing to the trend of self-service. Based on a hypothetical scenario discussed in
focus groups and drawing on practice theory, the study points out that, by adding this new element, the
links between the elements of the practice would change, inducing a change in meaning from purely
functional to more inspirational. By addressing insufficiencies in the socio-material assemblage, an AI
chatbot would enhance in-store navigation and information seeking, altering social interactions as well as
disrupt shopping patterns by inspirational guidance. The findings contribute to literature on how the
practice of grocery shopping is shaped by new elements and the literature on human-technology
interaction.
Degree
Master 2-years
Other description
MSc in Marketing and Consumption
Collections
View/ Open
Date
2023-07-03Author
Krugenberg, Hans
Ruf, Kevin
Keywords
Digitalisation
Artificial Intelligence
Chatbots
Practice Theory
Retailing
Focus Groups
Series/Report no.
2023:134
Language
eng