Pengaruh Artificial Intelligence (AI) terhadap Customer Experience pada Aplikasi Ajaib

Abstract

The development of technology, particularly artificial intelligence (AI), has driven a transformation in the customer experience of investment applications such as Ajaib. This research aims to analyze the impact of AI on customer experience. The research method us ed is quantitative research with a sample of 386 individuals who meet the criteria of using and having purchased products on the Ajaib application. The data collection method used a Likert scale consisting of an Artificial Intelligence scale and a customer experience scale. The results of the analysis show that AI contributes significantly, 89%, to the customer experience, with a coefficient of determination (R - Square) of 0.895. The positive correlation between AI and customer experience (Y = 25.078 + 1.338 X) indicates that the more optimal the implementation of AI, the higher the level of user experience