Hi, May AI help you? An analysis of the barriers impeding the implementation and use of artificial intelligence-enabled virtual assistants in retail

Artificial Intelligence enabled Virtual Assistants (VAs) are evolving rapidly, offering promising opportunities to provide personalized shopping assistance and 24/7 frontline service. They can reduce the workload of human employees while delivering a seamless customer experience. Despite these benefits, the adoption of AI VAs as a retail marketing channel is patchy. The objective of this study is to reveal the multidisciplinary factors impeding the adoption of AI VAs in retail using the Fuzzy AHP method. Seven main barriers and thirty-seven sub-barriers are identified, classified, and ranked. Findings reveal that customer-related barriers are the most significant. These are followed by technical and financial barriers that retailers face in implementing AI chatbots.