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Generative AI and customer engagement with the retailer: Does product type matter?

Author

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  • Anggraini, Lina
  • Demoulin, Nathalie T.M.
  • Kerviler, Gwarlann De

Abstract

Generative artificial intelligence (AI) is reshaping the retail sector, ushering in an era in which personalization and automation redefine the customer experience. This study contributes to knowledge by exploring the emerging role of generative AI chatbots, their impact on customer engagement and purchase intention, and the psychological mechanism of perceived control, demonstrating how generative AI chatbots can alleviate decision-making challenges. Using four scenario-based experiments, our research shows that generative AI chatbots boost purchase intention and customer engagement by increasing cognitive and behavioral control. Notably, this mediated effect is moderated by product type, with a stronger impact on experience goods due to their evaluation complexity. By contrast, clear product descriptions are often more effective in search goods with small assortments. The results suggest that companies selling experience goods should prioritize chatbots, while those focused on search goods may benefit more from structured product information. This ensures that chatbot investments are aligned with customer needs.

Suggested Citation

  • Anggraini, Lina & Demoulin, Nathalie T.M. & Kerviler, Gwarlann De, 2026. "Generative AI and customer engagement with the retailer: Does product type matter?," Journal of Business Research, Elsevier, vol. 211(C).
    • Handle: RePEc:eee:jbrese:v:211:y:2026:i:c:s0148296326002171
    DOI: 10.1016/j.jbusres.2026.116182
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