AI is innovating how service experiences can be designed, curated, and delivered. Service that emphasizes experiential components, such as sensory, affective, cognitive, behavioral and social elements, are considered experiential service. Customer experience is multidimensional across multiple touchpoints, unfolds over the customer journey, can be enabled by various AI technologies, and can establish emotional connections with customers.
This special issue seeks to advance our understanding of how AI can enable experience innovation. By enabling personalization, adaptive interaction, and multisensory engagement, AI allows service providers to create new, innovative experiences and enables customers to participate in journeys that evolve dynamically with their needs and preferences. For examples, augmented and virtual reality technologies (AR/VR) are used in retailing to innovate experiences; extended-reality technologies (XR) are used to bring static museum exhibitions to life, mixed-reality technologies (MR) are used to blend real and virtual skill development, and AI technologies are used to enhance sports or entertainment experiences through digital images and surround sound.
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