Abstract
Abstract In a world dominated by data, information is one of the most important resources. But simply collecting and storing data is not enough, as data has to be transformed into information. Researchers agree on the fact that both computing power and analytical methods allow this at an unprecedented level. Given the consistent and wide applicability of such systems and technologies today, the present work goes into possible uses of cognitive computing and sets its focus on the retail sector. Cognitive computing generally helps with consumer profiling, deriving their preferences, delivering suitable product recommendations, and contouring the consumer experience when interacting with companies. The main aim of the present work is to investigate consumer experiences with the help of cognitive computing and lay ground for further research on this topic. In the following sections of the present article, we define the concept of cognitive computing, with regard to its meaning for multiple, diverse data streams and types. We then empirically investigate the use of CC for shaping and enriching consumer experiences with the help of cognitive virtual assistants (CVAs). After conducting quantitative research, we discuss differences in perceptions between two age groups (under and over 40 years).
Highlights
The emergence of big data, artificial intelligence, cognitive computing and further human-like enabling software and technologies for machines and computers shape our present
The results of our research mainly focus on the difference between the two age groups of people: older than 40 years and people younger than 40 years
General consumer knowledge and attitudes regarding cognitive computing For the first two sections of the survey, when comparing the answers by the two age groups – the discriminant analysis shows a significant difference in terms of cognitive applications in relation to consumer interaction
Summary
The emergence of big data, artificial intelligence, cognitive computing and further human-like enabling software and technologies for machines and computers shape our present. Cognitive computing, manifested through new technologies, machines and systems with the help and advancement of programmed algorithms that exhibit aspects of human cognition is increasingly utilized in data analysis, services, interactions and represents a major source of innovation for today’s society (Rust & Huang, 2014). This recent cognitive era relies on “the power of supercomputers” (Duan et al, 2019) and contributes to the establishment of an impressive ongoing partnership between humans and machines, whereby the beneficial interaction of human and artificial intelligence (AI) is brought to the fore (Pelau et al, 2021). Cognitive computing is able to assist and provide coaches with valuable information with the help of sensor-tracking cameras that spot and analyze certain hidden performance insights
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