ICBI 2024 - Full Papers
Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/29029
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Item A Conceptual Review on Effectiveness of AI-generated Content on Customer Experience; Special Reference to Social Media Platforms(Faculty of Commerce and Management Studies University of Kelaniya., 2024-11-11) Piyumali, M.; Hewapathirana, N. T.; Bandara, B.S.S.U.This paper reviews the impact of AI-generated content on customer experience on social media platforms, focusing on automation and personalized consumer engagement with the key aspects. The review examines current literature to identify critical factors for leveraging AI technology in social media content creation, addressing both the benefits and potential drawbacks, including emotional authenticity and ethical concerns. Further, the articles that were referred from the indexed journals account for over 25 papers. When looking for the articles, the terms "generative AI," "AI-generated content," and "customer experience" were entered as keywords. In conclusion, this study's deductive approach reviews the concepts and empirical contributions. AI can enhance consumer engagement through personalized experiences and increased efficiency. However, concerns about emotional authenticity and ethical considerations need to be addressed. The study emphasizes the need for ethical AI practices and robust evaluation methodologies. The review is conceptual and may lack empirical data to support some findings. Further the findings will be changes based on the generative AI platforms as well. The paper highlights the importance of interdisciplinary collaboration to understand the interplay between AI, content creation, and consumer experiences. It emphasizes the need for ethical AI practices and robust methodologies to evaluate AI-generated content's impact on user experience.