Role implementace umělé inteligence v maloobchodním marketingu/e-commerce

The research paper provides the reader with fundamental knowledge about the role of artificial intelligence in society and attempts to provide an answer to how important it is to the consumer of offline retail services in the Czech Republic. The paper offers an extensive literature review with a discussion of arguments for and against AI. The research includes primary data of 101 respondents rating top 5 retail chains in Prague based on a framework proposed by the popular American store critic Field Agent. The data collection finds out that the level of technological advancement is not as important to the respondents. In fact, the two most important factors are consumer experience and satisfaction with store size. Besides the limited group interview, the researcher manages to provide descriptive statistics and correlational analysis so that further resources with less limited resources can expand upon the current findings. The stakeholders of this research are primarily the retail owners who are hesitant about using the technology but would like to find out how to remain competitive and would like to see what their customers value most.