Transforming qualitative research in phygital settings: the role of generative AI

Abstract

Purpose This commentary discusses the value of generative artificial intelligence (AI) for qualitative research in phygital settings to understand the customer experience. Design/methodology/approach The critical and logical analysis is based on current knowledge of generative AI. Findings Generative AI seems very useful for qualitative research in phygital settings to understand the customer experience and should be used in qualitative research projects. Generative AI can provide much-needed validation of the subjective nature of qualitative research and can also generate insights beyond human intuition. Research limitations/implications The study is based on current technology, which changes fast. In the future, the skills of qualitative researchers may become outdated, relegating them to the role of prompt engineers. Practical implications Technology, and especially generative AI, will be a key tool for practitioners as they conduct practical research. Social implications Qualitative researchers should overcome potential anti-technology speciesism and embrace the potential of generative AI. Originality/value This commentary provides insights into the role of generative AI for qualitative research in phygital settings.