This line explores the use of AI to add value to the customer experience. It focuses on analysing emotions and moods during the experience, when personal data is shared in exchange for the personalisation generated by AI. It has analysed the influence of the autonomy of AI-enabled devices on the customer experience, studied how the humanisation of these devices can affect users' sensations, feelings and behaviour, and is working on how companies can reduce the privacy issues associated with the use of these devices.
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