Customer experiences in the age of artificial intelligence

With the advent of AI, consumer-brand interactions are undergoing a dramatic transformation (Prikshat, Malik, and Budhwar, 2021). The consumer experience that AI aids is a least explored area of study. This research aims to examine how AI may be used in retail to enhance the purchasing experience for AI users. With the trust-commitment theory and the service quality model as our inspiration, we put out a theoretical framework. Customers who have used a YouTube service powered by artificial intelligence were sent an online survey. Partial least squares-structural equation modeling was used to analyze the data (n=301 replies). Trust and relationship commitment was shown to play a pivotal role in moderating the connections between customers' evaluations of service convenience, individualization, and quality. We also discovered that trust is not the only factor that substantially influences relationship commitment and that relationship commitment acts as a mediator between service quality and AI-enabled customer experiences. This research fills a gap in the literature by identifying the direct influence of perceived convenience, personalization, and service quality on AI-enabled customer experience and the intermediary effects of trust and relationship commitment. Further, the research has real-world consequences for businesses that want to apply AI in the services they provide to YouTube subscribers.

The engagement between customers and brands is being transformed by artificial intelligence (AI). However, there has been little study into AI-powered customer experiences; hence, this research aims to examine how the incorporation of AI in purchasing might result in a better AI-powered customer experience. This research will develop a conceptual model based on the service quality model and trust-commitment theory. Further to this, an online questionnaire was distributed to individuals who had utilised an AI-powered service provided by a particular brand, and consequently, a total of 354 responses were analysed using Structural Equation Modelling (SEM). The results that were deduced from the responses demonstrated that relationship commitment has begun to substantially impact AI-powered customer experiences. In addition to this, the results also revealed that perceived sacrifice and trust both play an important role in mediating the impacts of perceived convenience, personalisation, and AI-powered service quality. This finding contributes to the previous literature by highlighting the mediating impacts of perceived sacrifice and trust, as well as the significant influence of relationship commitment on AI-powered customer experience. Furthermore, the research poses significant implications for merchants who use AI in services provided to their customers.

The integration of Artificial Intelligence (AI) in retail has redefined customer experience, offering new opportunities for personalisation, service quality enhancement, and continuous service delivery. This study investigates the impact of AI on customers’ experience at Giant Hypermarkets in Klang Valley, Malaysia, focusing on four key areas: personalisation, service quality, hassle-free service, and customer service. Using quantitative methods, data were gathered from 365 respondents to assess the influence of AI-driven services on customer experience. The findings reveal that hassle-free service significantly enhances customer experience, while personalisation, service quality, and customer service show no significant impact. These results suggest that while AI is effective in streamlining operations and reducing customer effort, it may fall short in providing the emotional engagement needed to enhance the overall customer experience. This study highlights the importance of balancing AI efficiency with human interaction, particularly in relational services. This research offers valuable insights for retailers, academics, and small business owners, emphasizing the need to adopt AI technologies that focus on customer convenience and experience while maintaining a personal touch. This study clearly highlights the implications for the retail industry, demonstrating that AI can significantly enhance customer experience, but its strategic integration is crucial to address both operational efficiency and emotional engagement.<p> </p><p><strong> Article visualizations:</strong></p><p><img src="/-counters-/soc/0735/a.php" alt="Hit counter" /></p>

Purpose Artificial intelligence (AI) services are vital in enhancing customer experience and purchase intentions in the international online fashion retail sector. This study explores customers’ intentions to use AI-enabled services, focusing on transaction utility, trust and product uniqueness across the customer journey in the context of international online fashion stores. This study also assesses how privacy moderates customer intentions. Design/methodology/approach This study adopted a longitudinal research design and purposive sampling technique to collect a total of 566 participants. The final data were analyzed using IBM SPSS Amos version 21 software. Findings The study highlights the significance of transaction utility, trust and product uniqueness in AI integration across the customer journey (pre-purchase, during purchase and post-purchase stages). Most of the direct relationships are significant, except the relationship between the during purchase and post-purchase stages. With a few exceptions, AI integration commonly does not mediate the relationship between antecedents and intention to use AI-enabled services. Privacy moderates AI integration in post-purchase, during purchase and intention to use AI-enabled services, except in the pre-purchase stage. Originality/value This study bridges important gaps in the literature by integrating AI-enabled services and customer behavior, contributing to a broader knowledge of customer interactions in global e-commerce fashion stores. The study examines multiple attributes that impact intention, such as transaction utility, trust, product uniqueness, AI integration in three stages of purchases (pre-purchase, during purchase and post-purchase) and privacy, using three major theories: mental accounting theory, trust commitment theory and commodity theory.

Artificial intelligence (AI) offers numerous benefits to the field of language education, making it crucial to understand the factors influencing language teachers’ adoption of these technologies. This study investigates the determinants of language teachers’ adoption of AI chatbots in educational settings. Drawing on the Unified Theory of Acceptance and Use of Technology (UTAUT) and the Technological Pedagogical Content Knowledge (TPACK) framework, a comprehensive model of AI adoption among language teachers is proposed and tested. Data were collected from 276 language teachers in Vietnam through an online survey. Partial Least Square-Structural Equation Modeling (PLS-SEM) was employed to analyze the data. Results indicate that AI adoption intent significantly predicts AI integration, while performance expectancy, effort expectancy, and AI self-efficacy are key determinants of AI adoption intent. AI-TPACK emerges as a crucial factor, strongly influencing AI self-efficacy, performance expectancy, and effort expectancy. Facilitation is found to be a significant predictor of AI-TPACK. These findings enhance the theoretical framework of AI adoption in language education and provide valuable insights for fostering effective AI integration among language teachers.

Artificial Intelligence (AI) has emerged as a disruptive and transformative force in education as it offers potential benefits such as personalized learning, effective assessment methodologies, and automated administrative processes. This study examines the teachers' perspectives on AI integration in education, reflecting on their perceptions, prevalent challenges, and professional development practices required to empower the teachers with technical skills to ensure effective implementation of AI. A questionnaire was prepared, validated, and used to collect data from the teachers about their awareness and readiness to adopt emerging technologies such as AI, AR, and VR. Some open-ended questions were added to collect information regarding the challenges faced and supportive measures required for AI integration in Education.The research reveals that the majority of teachers reflected a positive attitude toward AI integration. Many educators realize that AI can fill quality gaps in education by making learning experiences more enriching, and student-centered, and enhancing assessment practice. Teachers also appreciate AI in terms of alleviating their burden and making the teaching-learning process student-centric. However, the report highlights major challenges faced by teachers in integrating AI in Education, including limited accessibility to AI-based resources, lack of training, ethical concerns, and data privacy. Concerns regarding resistance to change and infrastructure constraints complicate AI integration further. The study underscores the need for effective and professional training programs to equip and apprise teachers with the skills and confidence to integrate AI into teaching practices. Workshops, online courses, and hands-on training are preferred modes of professional development identified through the study. Moreover, Institutional policies must also align with the vision of NEP 2020 regarding AI in education. Policies also try to create friendly environments for using AI, reducing infrastructural bottlenecks or gaps, establishing ethical use guidelines, and involving teachers in processes of decision-making.This research has also emphasized the role of teachers in realizing AI’s potential and advocating for effective strategies needed to overcome challenges associated with AI Integration. By empowering teachers through adequate training and resources, the education sector can harness the power of AI to create an inclusive, effective, and future-ready learning environment.

Artificial Intelligence (AI) has emerged as a disruptive and transformative force in education as it offers potential benefits such as personalized learning, effective assessment methodologies, and automated administrative processes. This study examines the teachers' perspectives on AI integration in education, reflecting on their perceptions, prevalent challenges, and professional development practices required to empower the teachers with technical skills to ensure effective implementation of AI. A questionnaire was prepared, validated, and used to collect data from the teachers about their awareness and readiness to adopt emerging technologies such as AI, AR, and VR. Some open-ended questions were added to collect information regarding the challenges faced and supportive measures required for AI integration in Education.The research reveals that the majority of teachers reflected a positive attitude toward AI integration. Many educators realize that AI can fill quality gaps in education by making learning experiences more enriching, and student-centered, and enhancing assessment practice. Teachers also appreciate AI in terms of alleviating their burden and making the teaching-learning process student-centric. However, the report highlights major challenges faced by teachers in integrating AI in Education, including limited accessibility to AI-based resources, lack of training, ethical concerns, and data privacy. Concerns regarding resistance to change and infrastructure constraints complicate AI integration further. The study underscores the need for effective and professional training programs to equip and apprise teachers with the skills and confidence to integrate AI into teaching practices. Workshops, online courses, and hands-on training are preferred modes of professional development identified through the study. Moreover, Institutional policies must also align with the vision of NEP 2020 regarding AI in education. Policies also try to create friendly environments for using AI, reducing infrastructural bottlenecks or gaps, establishing ethical use guidelines, and involving teachers in processes of decision-making.This research has also emphasized the role of teachers in realizing AI’s potential and advocating for effective strategies needed to overcome challenges associated with AI Integration. By empowering teachers through adequate training and resources, the education sector can harness the power of AI to create an inclusive, effective, and future-ready learning environment.

Purpose This study examines how secondary school administrators can lead ethical artificial intelligence (AI) integration within environments demanding technological innovation and educational value preservation. Design/methodology/approach The study conducted a scoping review of literature (2018–2025) to analyze administrative functions across four established leadership dimensions: instructional, managerial, strategic, and relational. Sources were obtained from academic databases and grey literature, with 21 sources selected based on relevance to secondary education and administrative practice. Analysis is grounded in foundational leadership scholarship while examining contemporary AI integration challenges. Findings The analysis reveals a misalignment between AI's most frequent use (relational leadership functions) and where it may be most appropriately suited (managerial and strategic functions). AI integration creates distinct opportunities and risks across each leadership dimension, with equity concerns emerging consistently. Communication represents the primary AI use, despite being the most fundamentally human aspect of educational leadership. Cognitive offloading risks emerge when administrators delegate critical thinking tasks to AI systems, potentially attenuating leadership capabilities essential for educational effectiveness. Research limitations/implications This study relies on secondary data collection and English-language sources, creating Western-centric bias and limiting generalizability beyond North American contexts. The corpus of 21 sources reflects the nascent research state in this emerging field. The rapid evolution of AI capabilities means current findings may prove transitional as technology advances. Future empirical research should examine long-term cognitive effects of AI reliance on administrators, stakeholder trust implications when AI-mediated communications are detected, differential equity impacts across diverse school communities, cross-cultural implementation patterns, and effectiveness of hybrid governance approaches for AI integration in educational leadership. Practical implications Findings support implementing hybrid governance models that combine regulatory oversight with participatory decision-making between administrators and stakeholders. Professional development programs must balance AI literacy training with preserving human capabilities essential for authentic educational leadership. Administrator preparation programs require redesign to address cognitive offloading risks while maintaining relationship-building and cultural competence development. Educational leaders should prioritize AI applications in managerial and strategic functions while preserving human judgment in relational leadership contexts. Policy frameworks must address equity concerns and provide guidance for schools serving vulnerable populations who currently receive less AI implementation support. Social implications AI implementation without critical examination risks amplifying existing educational inequities, particularly affecting Indigenous, newcomer, and racialized communities. Democratic participation in AI boundary-setting becomes essential for maintaining institutional trust and stakeholder engagement. The misalignment between AI deployment and appropriate applications threatens the relational foundations of effective educational leadership. Originality/value The study provides the first systematic examination of AI integration across established educational leadership dimensions in secondary school contexts, addressing a critical research gap given that nearly 60% of K-12 principals use AI tools while fewer than 10% of schools have established AI policies.

The integration of artificial intelligence (AI) in education has the potential to revolutionize teaching and learning, particularly in the development of students’ critical thinking skills. This study explores science instructors' familiarity, perceptions, and experiences with using AI to enhance students' critical thinking skills, as well as the level of institutional support for AI integration in teaching. A quantitative survey was conducted among 20 science instructors from higher education institutions in Isabela, Philippines. The findings reveal that while instructors acknowledge AI's potential to improve educational outcomes, there is a significant gap in formal AI training and literacy among educators. Positive correlations were found between AI literacy, AI integration, and critical thinking development, suggesting that as AI literacy increases, AI integration and enhancement of critical thinking skills also increase. Regression analysis identified AI integration as a significant predictor of critical thinking development. Challenges remain in the effective implementation of AI, including concerns about overreliance on AI-generated responses and the need for clear assessment guidelines. Interestingly, years of teaching experience did not significantly influence participants’ AI literacy, perceptions, or integration. This study highlights the importance of developing comprehensive AI literacy programs for educators and integrating AI into curriculum structures to balance AI-enhanced learning with human-centered pedagogy. These findings emphasize the need for thoughtful implementation and ongoing research to effectively leverage AI in promoting critical thinking skills in science education.

Artificial intelligence (AI) is revolutionizing the way customers interact with organizations and companies. There is a lack of research into AI-enabled customer experiences. Hence, this study aims to use the relevant literature to propose a conceptual framework for how the integration of AI in customer service can lead to an improved AI-enabled customer experience. Five propositions drawn from the reviewed literature present the main factors needed to ensure end users' acceptance of AI customer service in the United Arab Emirates (UAE). Our theoretical model extends the trust-commitment theory and service quality model, and incorporates perceived problem-solving ability, to address these factors and thereby guide the successful implementation of AI based customer service projects. The paper will help in understanding the key issues surrounding AI customer service applications that may support successful operations.

In the realm of Artificial Intelligence (AI) integration and project management efficiency (PME), a comprehensive research study has been conducted, primarily focusing on various industries in Pakistan. The intricate interplay between AI integration, team proficiency in AI, organizational support for AI technologies, and PME forms the crux of this investigation. The theoretical underpinning of this research has been rooted in the Resource-Based View (RBV) theory. Data for this study have been collected through a structured questionnaire survey, targeting a diverse group comprising project managers, IT managers, senior executives, and other key personnel engaged in AI-driven decision support systems. The research has revealed significant positive correlations between the integration of AI, team proficiency in AI, organizational support for these technologies, and PME. These findings highlight the crucial role these elements play in enhancing project outcomes. This study, by uncovering these relationships, offers valuable insights for organizations aiming to optimize their project management practices, especially in emerging economies like Pakistan. It contributes to the existing body of knowledge by providing a nuanced understanding of how AI integration can be leveraged to enhance project management efficiency. Furthermore, the study discusses broader implications for policy and suggests directions for future research, emphasizing the strategic importance of nurturing AI competencies and fostering organizational support for AI technologies to realize enhanced project management outcomes.

The integration of Artificial Intelligence (AI) in education holds transformative potential, particularly in advancing Education for Sustainable Development (ESD) and green energy literacy. However, empirical evidence is lacking on how teacher involvement in ESD material development influences their capacity to integrate AI into pedagogical contexts. This study aims to examine the relationships among AI knowledge, attitudes toward AI, involvement in material development, and teachers' ability to apply AI in green energy education. Employing a quantitative correlational design, data were collected from 122 in-service teachers engaged in professional development programs. A structured questionnaire measured five constructs, which were analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The results indicated that teachers' practical use of AI in science and green energy learning (β = 0.391, p < 0.01, f2 = 0.180) and their involvement in developing ESD-based teaching materials (β = 0.236, p < 0.05, f2 = 0.127) significantly influenced their AI integration capabilities. In contrast, AI knowledge and attitudes toward AI did not show statistically significant effects. These findings suggest that experiential engagement with AI and active participation in sustainability-focused content development are stronger predictors of AI pedagogical readiness than cognitive or affective factors alone. This study underscores the importance of shifting teacher training toward context-based, practice-oriented models to enhance technological competence in sustainability education.

Artificial Intelligence (AI) has the potential to reshape family medicine by enhancing clinical, educational, administrative, and research operations. Despite AI's transformative potential, its adoption is inconsistent, and strategic frameworks remain limited. This study explores current AI adoption, organizational policies, integration priorities, and budget allocations within family medicine departments. A survey of 218 family medicine department chairs in the US and Canada was conducted via SurveyMonkey from August 13 to September 20, 2024, as part of the Council of Academic Family Medicine (CAFM) Educational Research Alliance (CERA) omnibus project. Survey questions assessed current and planned AI utilization, presence of formal departmental or organizational policies (defined as written guidelines, strategic plans, or frameworks), integration priorities, and budget allocations. Data were analyzed using Chi-square tests, Wilcoxon Rank Sum tests, and Kruskal-Wallis tests, with a primary focus on bivariate comparisons. The survey achieved a 50.9% response rate (111/218). Current AI use was reported by 56.9% (62/109), while 37.6% (41/109) indicated formal organizational policies. Primary goals for AI integration included improving clinical operations (52.3%), administrative streamlining (16.5%), educational applications (11.9%), and research (4.6%). Budget allocations were minimal (median, 0%; mean 2.4%), though departmental budgets likely underestimate actual institutional investment in AI. Departments reporting AI use had significantly more full-time equivalent faculty (median, 40.0 vs 25.5, P = .023). Geographic and chair demographics were not significantly associated with differences in AI adoption. AI integration in family medicine departments is viewed as essential, though current adoption is limited by uncertain strategic planning and minimal departmental budget allocations, potentially reflecting reliance on centralized institutional information technology (IT) investments. While AI is widely viewed as important, structured policy frameworks and implementation strategies are still developing. Further research is essential to guide policy development and strategic investment to ensure AI's safe, efficient, and effective integration into family medicine.

This article examines the theoretical and practical implications of artificial intelligence (AI) integration in supply chain management (SCM). AI has developed dramatically in recent years, embodied by the newest generation of large language models (LLMs) that exhibit human‐like capabilities in various domains. However, SCM as a discipline seems unprepared for this potential revolution, as existing perspectives do not capture the potential for disruption offered by AI tools. Moreover, AI integration in SCM is not only a technical but also a social process, influenced by human sensemaking and interpretation of AI systems. This article offers a novel theoretical lens called the AI Integration (AII) framework, which considers two key dimensions: the level of AI integration across the supply chain and the role of AI in decision‐making. It also incorporates human meaning‐making as an overlaying factor that shapes AI integration and disruption dynamics. The article demonstrates that different ways of integrating AI will lead to different kinds of disruptions, both in theory and in practice. It also discusses the implications of AI integration for SCM theorizing and practice, highlighting the need for cross‐disciplinary collaboration and sociotechnical perspectives.

The article "Embracing Real AI: A Call to Action for Medical Physicists in Healthcare" urges medical physicists to prepare for the integration of artificial intelligence (AI) into healthcare practices, emphasizing their pivotal role in adapting to technological advancements. The authors advocate for embracing AI through advocacy, broadening perspectives, and enhancing coordination and communication. They propose an ABC strategy focusing on increasing educational initiatives, fostering interdisciplinary collaboration, and creating team collaboration to facilitate AI integration. The commentary highlights AI's potential in enhancing diagnostics, personalizing medicine, and automating routine tasks while addressing challenges such as data sharing and the role of federated learning. The article calls for medical physicists to lead in embracing AI, emphasizing continuous learning and collaboration to leverage its potential for improving healthcare and patient care. Medical physicists have consistently demonstrated strong interest in developing proficiency in the adoption of new technological advancements. The roots of the profession come from the radiation sciences, including radiation protection, radiation therapy, diagnostic imaging, and nuclear medicine.1 As science and technology continued to evolve, medical physicists' roles have extended into other non-radiation domains, such as non-ionizing-radiation-based imaging (ultrasound and magnetic resonance), molecular imaging, computer aided diagnosis (CAD), information technologies, and data science.2 In addition, medical physicists gradually have adopted increasingly more active roles in ensuring the professional education of other radiology/radiation oncology team members, maintaining high quality standards via quality assurance (QA) methods. They also play a major role in advising the hospital management on medical devices and software acquisition. The continuing expansion of these roles and responsibilities has put medical physicists on the forefront of embracing emerging technologies, making the profession one of the most technical and versatile in healthcare settings. Currently, as our field grows in importance, we medical physicists seek to continue to engage in significant ways to for increased contributions and roles in human health. This commentary/opinion urges medical physicists to prepare for their expanding roles in the field of AI and its implementation and oversight in clinical practice. Medical physicists must embrace "Real AI" to help integrate AI into healthcare practices. Conceptually we advocate for a strategy that involves Real AI through advocacy, broadening, and enhancing coordination/communication (an ABC strategy). In our current and future work medical physicists will use AI to automate routine tasks, allowing medical physicists to focus on more complex tasks. Furthermore, Medical Physics will use AI to enhance efficiency, safety, diagnostic and therapeutic applications, and for personalized medicine. However, as we have done in the past with other complex concepts (such as radiation), medical physicists need to be prepared for the potential risks and ethical dilemmas associated with AI, such as bias and lack of transparency. It will be important that Medical Physicists prepare for the rapidly changing AI landscape, and continue learning, gain hands-on experience, and collaborate with other AI experts in the healthcare environment. This paper aligns with the already approved guidance document developed by the AAPM in conjunction with International Atomic Energy Agency (IAEA)3 that discusses how medical physicists can ensure the effective implementation and management of AI systems. It is crucial for the Clinical Quality Management Program (CQMP) personnel to receive regular training and updates on relevant guidelines and legislation. Clear communication channels should be established with IT experts, vendors, and other stakeholders for smooth coordination.4 Comprehensive documentation should be developed to ensure compliance with contractual obligations and guidelines. The clinical team should be involved in acceptance testing and discussions, depending on the clinical purpose of the AI system.4 Protocols for data collection and curation should be established, along with the development of standardized validation datasets for performance evaluation.4 A system for monitoring updates to AI systems and models should be implemented, with the CQMP leading new acceptance/commissioning rounds for any updates. Lastly, mechanisms for continuous evaluation and improvement of the CQMP processes should be established, which could involve regular audits, feedback mechanisms from end-users, and incorporating lessons learned from previous rounds.4 Nowadays, major healthcare systems in the US consider their data as immensely valuable assets that require rigorous protection to ensure Health Insurance Portability and Accountability Act (HIPAA) compliance, as well as intellectual property considerations. It can be very difficult for researchers to share clinical data with vendors for development purposes without a significant return being specified to the institution, such as joint intellectual property or substantial grant funding. Instead, these healthcare systems encourage their researchers to commercialize their findings independently, allowing the institution to retain full rights to intellectual property. That said, the realization of federated learning would be a significant advancement. To achieve this, a powerful pre-trained model that would be adaptable to operation on different scales and in various clinical scenarios is necessary. It is plausible that local adaptation may not require substantial computing power or AI expertise. This concept is particularly intriguing and could be beneficial to smaller centers and clinics in underserved areas. However, the primary challenge is the cost. As we become more reliant on AI systems like OpenAI's ChatGPT or Google Gemini, we often overlook the fact that these conveniences come with a hefty price tag, costing billions of dollars to develop and maintain.5 As medical physicists we and other healthcare professionals can anticipate that AI will significantly transform healthcare, improving efficiency, accuracy, and the level of detail that can be extracted from imaging, and methods of therapy. These technological advancements are expected to bring immense value to the field, offering a new horizon in diagnostic and therapeutic capabilities. Yet, we also must recognize that it also introduces potential significant risks and ethical dilemmas. One of the primary concerns is the possibility of bias in AI, which can stem from the training data, the algorithms, or their application, leading to potentially detrimental effects on patient care. As medical physicists, we should acknowledge that the complexity and lack of transparency in AI decision-making processes present obstacles in terms of accountability and rectifying errors and requires greater oversight and responsibility. The integration of AI also has great capacity in redefining the role of medical physicists, impacting education and employment within the field. Addressing these issues necessitates the creation of ethical standards for AI in healthcare, emphasizing transparency, responsibility, and equity, with contributions from diverse stakeholders, including patients, medical professionals, and ethicists.6 Such measures are crucial to ensure the responsible utilization of AI in healthcare, and ultimately serve the best interests of patients and society. We anticipate that continued guidance from our professional societies will be helpful as our collective communities develop methods and approaches that help us learn, adopt, and employ AI responsibly. Advocacy: increase educational initiative, public awareness, and recommending processes at all levels of the clinical workforce, as well as patient engagement. Broadening Perspectives: encourage Interdisciplinary Collaborations that allow medical physicists to work with professionals from other disciplines such as computer science, data science, and biomedical engineering, to gain insights into different perspectives on AI applications in healthcare. This enables medical physicists to provide continuing education and connect the community with research opportunities. Improving Coordination and Communication through creating team collaboration: enhance communication with healthcare professionals, administrators, and patients by clearly defining and articulating the role of medical physicists in AI applications. Promote the sharing of knowledge, as exemplified by creating data repositories through contributions, to further creating the foundation of our understanding and application of AI in the field. We consider the concept of Real AI in our context to be aimed at providing and/or qualifying a ready AI product that has undergone a rigorous QA process, that is free of false additives and biases, with data carefully curated to represent the demographics and be attuned to the needs of the clinic, sourced with proper ingredients, and abiding by laws and regulations that can ensure the product serves the common health needs of patients and benefits the public's interest. What AI 'is' and what it 'is not' is a complex topic that warrants further exploration and understanding, but one vital for comprehension of what utility AI can fulfill in the clinical process, what its advantages and limitations are, and how it can be curated to perform in the clinical scenarios relevant to a particular radiology/radiation oncology practice. Multiple data-analysis algorithms have been created over the course of years, and not all of them qualify as AI.7 What distinction(s) lie in what constitutes AI? One possible interpretation is that AI is a system that can adapt to new data, or a system that generates insights driven by data. AI systems are designed to "learn" and adapt to new data and be stable over the course of introducing data perturbations or employ model adaptation mechanisms. AI systems can adjust the underlying data-processing mechanisms based on the input they receive, which allows them to improve their performance and make more accurate predictions or decisions over time. This is often achieved through techniques such as machine learning, where algorithms are trained on a dataset and then used to make predictions or decisions without being explicitly programed to perform the task.8 Understanding how such datasets are selected, what data needs to be fed into AI model to achieve desired results, and how to prevent common pitfalls and ethical conundrums associated with the use of AI models requires additional training that might yet be lacking in the traditional training of the radiology/radiation oncology adjacent specialists. The scope of involvement of each member of the team when it comes to AI integration into the clinic continues to be determined as the field rapidly evolves. When it comes to the role of medical physicists in conjunction with AI, an open discussion of the exact responsibilities is still ongoing, and feedback is encouraged from all the members of the community. So, what can medical physicists do? They can use AI to enhance quality improvement and safety by analyzing medical data to identify trends, patterns, and outliers.9 This can lead to the identification of areas for improvement or potential safety hazards and help them enter the realm of Responsible AI. AI can also improve diagnostic and therapeutic techniques by enhancing the quality of medical imaging and automating image interpretation.10 Furthermore, AI can help in integrating diagnostics, personalized medicine, and theragnostics by analyzing large datasets to tailor treatment plans to individual patients.11 This can lead to more effective and personalized care. AI can also automate routine tasks in medical physics, such as treatment planning and QA processes, leading to increased efficiency.12 Lastly, AI techniques like machine learning and deep learning can be leveraged for research and development to analyze complex datasets, discover patterns, and develop innovative techniques for disease detection, treatment, and monitoring.13 Whether it involves developing AI-driven solutions like automated segmentation, dose calculations, addressing intricate problems in the clinic, or potentially even contributing to open-source AI initiatives, such activities will empower medical physicists to enhance their skills and make tangible contributions to the advancement of healthcare. Embracing AI not only fosters a sense of accomplishment but also opens doors to the world of `automation' and scaling that will pervade all technologies of the future. The AHAIBC committee is at the center of bringing the medical physicist forward by developing curriculum concepts, bootcamps, and engendering engagement for our society. Integration of AI into the realm of medical physics education is critical, especially considering the potential significance of incorrect AI usage or misapplication. The physicist is responsible for installing and commissioning the AI software, ensuring the modeling is not biased, performing continuing QA on the hospital data and processes, and establishing efficient resource management. Embracing education in AI offers new benefits for medical physicists as it is already revolutionizing various industries and professional practices and we need to be equally prepared. One way to engage and prepare healthcare professionals for the upcoming AI wave is to start with the roots of quality safety and assurance. To do this, we should enable a comprehensive QA program that encompasses all clinical operations related to medical fields including radiology, nuclear medicine, and radiation oncology. Ensuring the safe operation of hardware, software, clinical operation processes and machinery is of utmost importance and one of the most crucial responsibilities of a medical physicist. A Real AI approach can be highly beneficial in achieving the goal of safe clinical implementation. Understanding the potential and limitations of AI serves as a cornerstone for fostering engagement not only within our profession but with other healthcare providers. Continuous learning and participation in hands-on experience are essential components for navigating the complexities of AI applications within healthcare. Collaboration, networking, and exploring AI's purpose and impact are equally vital in this journey. Additionally, some physicists may choose personal projects, embracing challenges in small groups, and actively contributing to AI-focused teams to amplify the motivation and expertise of our field. Insights through personal and collaborative opportunities ultimately provide for and encourage professional growth and innovation within our medical physics field. Some medical physicists may be able to attend specialty meetings and conferences dedicated to AI which further enriches their knowledge base and provides them avenues for fruitful collaboration. There are successful educational programs such as the Radiological Society of North America Artificial Intelligence (RSNA AI)-certificate program.14 Interdisciplinary cooperation and inter-institutional collaboration for AI experts is of paramount importance for integrating AI into medical physicists' practice on a larger scale, and mechanisms enabling this collaboration should be provided to the community. In summary, the authors believe that being prepared for and embracing the changes that AI is already bringing at the current time will benefit our community, healthcare, patient care, and society at large immediately and for the future. We are at a critical juncture, which can be considered a fourth industrial revolution, where AI and automation are applied more broadly. Medical physicists have a pivotal role to play in this revolution. We need to position ourselves at the forefront of 'Real AI' and lead the charge in this exciting new era. It is time for action, and we can take the first steps with potentially just a few ABCs. All authors contributed their efforts in writing and editing this call for action. ChatGPT search engine has been utilized to provide additional background to the subject of matter for illustrative purposes. The authors appreciate members of the Ad. The authors declare no conflicts of interest. The content for this call for action has been edited with the help of large language models ChatGPT and Google NotebookLM.