University of Twente Student Theses


The Impact of AI-Powered Content Generation on Customer Experience

Burlacu, Christian (2023) The Impact of AI-Powered Content Generation on Customer Experience.

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Abstract:This thesis explores the perceptions and preferences of individuals regarding AI-generated and human-generated content. The study aims to examine the value, advantages, disadvantages, quality, relevance, personalization, impact, and key factors associated with both types of content. Grounded in a comprehensive theoretical framework, the research adopts a mixed-methods approach, utilizing interviews to gather data from participants. The findings reveal diverse perspectives on the value of human touch in content creation, emphasizing emotional connection and craftsmanship. Participants recognize the advantages of AI-generated content, such as improved productivity and cost-efficiency. However, concerns regarding ethical issues, biased information, and the lack of emotional understanding and personalization in AI-generated content were also expressed. The study highlights the role of emotional design and personalization in content quality, as well as the significance of relevance and personalization in user preferences. Moreover, the impact of AI-generated content on cognitive load and learning difficulty is explored. The research provides valuable insights for organizations seeking to integrate AI technology into their content creation strategies, emphasizing the need for a cautious and thoughtful approach. By optimizing customer experience strategies and promoting ethical and responsible use of AI technology, businesses can enhance customer engagement and satisfaction. The thesis concludes with limitations of the study and suggestions for future research.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
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