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.