With this line we seek to identify the distinctive features of AI and its applications to derive a conceptual analysis of how they can influence consumer behaviour and the nature and complexity of customer-business interactions over time (Customer Journey).
Our goal is to derive novel metrics that can provide a better understanding of the impact of AI applications on user behaviour. This should take into account not only relational metrics (feelings, emotions, experiential measures, attitudes, loyalty), but also individual well-being metrics (literacy, level of altruism), health indicators, exercise habits, addictions, privacy concerns) to provide a deeper understanding of the extent to which AI can promote both economic (greater impact) and social outcomes (broader impact).