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AI, Personalisation and the Future of Retail: Apeejay School of Management students gain global insights
The session was delivered by a Professor at North-West University, South Africa
Apeejay School of Management (ASM) hosted an International Guest Lecture on “From Traditional Services to AI-Powered Experiences: Transforming Customer Service in Retail”, providing students with an international academic perspective on the rapidly evolving role of Artificial Intelligence in Services Marketing and retail customer service. Conducted online, the session featured Prof. Ephrem Habtemichael Redda, Professor at North-West University, South Africa, and was organised under the guidance of Dr. Amitabh Mishra.
The lecture explored how emerging technologies are reshaping traditional service delivery and creating increasingly data-driven and personalised customer experiences. It began with a discussion on the changing expectations of retail customers. While conventional retail has largely relied on face-to-face interactions and human employees, customers today increasingly seek faster responses, greater convenience, personalised recommendations and seamless experiences across online and offline channels.
Prof. Redda explained how Artificial Intelligence is influencing different stages of the retail customer journey, including product discovery, information search, product comparison, recommendations, purchasing decisions, order tracking and post-purchase service. AI-enabled systems can improve responsiveness while helping organisations manage large volumes of customer interactions more efficiently.
An important area of discussion was the evolution of AI-powered customer service. Students explored the transition from conventional customer-service mechanisms to chatbots, virtual assistants, recommendation systems and more advanced AI-enabled service platforms. Unlike traditional rule-based systems, contemporary AI applications can interpret customer queries, understand context and provide increasingly relevant responses.
The growing role of Generative AI in retail customer experiences was another significant focus. Prof. Redda highlighted that AI’s contribution is not restricted to customer-facing interactions but can also strengthen the internal processes that support service delivery. This broader application of technology demonstrated how AI can influence both customer experience and organisational efficiency.
The session also examined personalisation in retail services. Students learnt how technology is enabling organisations to move beyond conventional market segmentation towards increasingly individualised customer interactions. By using customer data and behavioural insights, businesses can create experiences that are more closely aligned with individual preferences and requirements.
The lecture was highly interactive, with students encouraged to connect the concepts with their own experiences as customers of retail organisations and digital platforms. Discussions around speed, convenience, personalisation and customer trust helped students reflect on the increasing presence of AI in everyday service interactions.
The session also highlighted the importance of omnichannel service delivery, as customers increasingly move between physical stores, websites, applications and other digital touchpoints during their purchase journeys. Alongside technological possibilities, students were encouraged to consider the managerial and ethical implications of AI adoption, including data privacy, transparency, reliability, customer trust and responsible use of technology.
The international dimension of the lecture enabled students to view Services Marketing beyond a domestic context and understand how technological developments are influencing retail and customer experience across global markets.
The session concluded by reinforcing the emerging role of AI, data and human capabilities working together to create customer-centric services. The lecture enriched students’ academic understanding of Services Marketing while equipping them with a broader perspective on the technological transformation shaping the future of retail customer service.
