The impact of adopting AI tools on enhancing customer experience: Case study of mobilis enterprise-Algeria
Keywords:
Artificial Intelligence, AI Tools, Chatbots, Customer Experience, Mobilis, smart POSAbstract
Customers are the foundation of every business, and enhancing their experience has become a strategic priority in today’s competitive market. The adoption of Artificial Intelligence (AI) tools plays a crucial role in achieving this goal by enabling organizations to better understand, predict, and respond to customer needs. AI tools, such as chatbots, recommendation systems, and predictive analytics, help businesses personalize interactions, improve service efficiency, and strengthen customer relationships. This study explores the impact of adopting AI tools on enhancing customer experience, focusing on how these technologies bridge the gap between businesses and clients through data-driven insights and intelligent automation. An exploratory-hypothesis-deductive approach is employed to conceptualize a model that explains the relationship between AI adoption and customer experience improvement. The study offers valuable implications for practitioners in developing AI-driven strategies, for managers in integrating AI into customer service frameworks, for researchers in expanding the marketing technology literature, and for society by promoting more satisfying and engaging customer experiences.
Downloads
References
Abu Daqar, M., & Smoudy, A. (2019). The Role of Artificial Intelligence on Enhancing Customer Experience. International Review of Management and Marketing, 9(4), 22-31.
APK, S. P. (2025, 5 28). Softonic International S.A. Retrieved 11 1, 2025, from Softonic International S.A: https://smart-pos.fr.softonic.com/android
Cachero-Martínez, S., & Vázquez-Casielles, R. (2017). Stimulating Curiosity and Consumer Experience in a Retailer. American Journal of Industrial and Business Management(7), pp. 473-486. doi:https://doi.org/10.4236/ajibm.2017.74034
Da Silva, E. (2021). Customer Experience Project: A Framework to Create and Deliver Value to Customers. International Journal of Marketing Studies, 13(3), 21-32.
Derya, T. (2025, 10 26). An Analysis of the Impact and Reflection of Artificial Intelligence on Public Administration. Journal of Economics and Administrative Sciences, 26(4), 838-858.
Gahler, M., Klein, J., & Paul, M. (2023). Customer Experience: Conceptualization, Measurement, and Application in Omnichannel Environments. Journal of Service Research, 26(2), 191–211.
Hasan, A., Darna, N., & Yulia, L. (2025). The Influence of Customer Value and Customer Experience on Customer Loyalty at Soya Drink Ciamis. Journal of Economics Review, 5(2), 80-93.
Kwong, K., & Wong, K. (2013). Partial Least Squares Structural Equation Modeling (PLS-SEM) Techniques Using SmartPLS. Marketing Bulletin, 24(1), 1-32.
L, N. W. (2025, 10 1). ARTIFICIAL INTELLIGENCE AND ITS APPLICATIONS IN LIBRARIES 11. INDIA: Associated Publishing House Agra.
Li, P. (2019, 06 2_3). Does Artificial Intelligence Have Concept? (B. C. the Fourth International Conference on Philosophy of Information, Ed.) Retrieved from Proceedings: https://aocs.onlinelibrary.wiley.com/doi/epdf/10.1002/jsde.12766
Mutiara, A. K., Wahyu, N., Ina, P., & Abdul, A. (2025, 6 21). PDF-Document Chatbot Responses using Large Language Models. Jurnal Informatika: Jurnal pengembangan IT, 10(3), 574-584.
Prakash, D., & Padmakar, S. (2024). Customer Experience Measurement: A critical review of literature. RGSA – Revista de Gestão Social e Ambiental, 18(8), pp. 1-13. doi:https://doi.org/10.24857/rgsa.v18n8-041
Scibor-Rylski, M., Reducha, M., & Ochremiak, J. (2019). Modern Reseach Methods In The Field Of Customer Experience. Journal of markiting and markt studies(XXVI). doi:DOI 10.33226/1231-7853.2019.10.2
Simone, N., Bruno, S., Enrico, M., & Luca, B. (2025, 10 29). ChatGPT for cultural heritage and the customization of generative AI: A talkthrough analysis of the Luigi Einaudi chatbot. sagepub, 1-26.
Sujata, J., Aniket, D., & Mahasingh, M. (2019). Artificial Intelligence Tools for Enhancing Customer Experience. International Journal of Recent Technology and Engineering, 8(2S3), 700-706.
Terkura, T. M. (2025, 11 1). Moral Issues of Artificial intelligence. APPON Philosophical Quarterly, Special Issue on Artificial Intelligence: Advances in Machine Learning and Robotics, 4(1), 121-130.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 The International tax journal
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
