Understanding Of User Experience Research Articles

Design and Development of Middle-Aged and Elderly Tourism Products Based on Fuzzy Decision Support System

Tourism product design and development is anxious with intricate decision-making processes that need to strike a balance between many criteria, goals, and limitations. In today's diversified and ever-changing tourist business, there are substantial sprints in developing and implementing products that appeal to middle-aged and older travellers. In this research, the utilization of fuzzy decision support system (FDSS) is investigated to personalize travel experiences for the elderly based on their unique interests and requirements. The main objective of this study is to reduce the complex tourism business patterns. This study presents a systematic framework for middle-aged and senior tourism products based on the literature on tourism trends, FDSS, and product creation in the tourism industry. This study proposes a middle-aged and elderly tourism product based on fuzzy decision support system (METP–FDSS) that employs fuzzy logic. This approach takes into account cultural sensitivities, accessibility concerns, travel preferences, and demographic data to create tourism experiences that are welcoming and immersive for older tourists. Through the application of fuzzy logic concepts, FDSS provides a flexible and robust decision-making platform that can aid in the development of personalized, inclusive, and immersive tourist experiences for the elderly. Customer happiness, accessibility, and the decision support system's ability to steer product development are all highlighted in the proposed METP–FDSS framework. Research on tourism among the middle-aged and the elderly also benefits from understanding user experience, cost effectiveness, competitive advantage, and social and environmental impact. While navigating the complexity of today's tourism sector, this study recommends using fuzzy logic as a decision support system to provide one-of-a-kind experiences for older and middle-aged tourists.

Influence of Chatbot on Consumer Purchase Intention

This research explores the intricate relationship between chatbot interactions and consumer behaviour in online service delivery and decision-making processes. The study employs a mixed-methods approach, combining quantitative surveys and qualitative interviews, to investigate the impact of chatbots on purchase intention. Through a comprehensive sampling strategy targeting diverse online shoppers, the research aims to provide insights into various aspects of chatbot interactions across different demographic groups and product categories. Analysis tools such as Pearson correlation coefficients and significance testing reveal nuanced relationships between variables, highlighting factors influencing consumer perceptions and behaviour regarding chatbots. Findings suggest that age plays a role in the perceived need for assistance with chatbots, emphasizing the importance of demographic considerations in understanding user experiences. Overall, this research contributes valuable insights into optimizing chatbot functionalities to enhance consumer trust, satisfaction, and purchase intention, paving the way for more personalized and effective chatbot experiences in diverse cultural contexts. Keywords: Chatbots, Purchase Intention, Consumer Behavior, Online Service Delivery, Trust, Transparency, User Expectations, Cultural Considerations, Interactivity, User Control, Design Elements, Customer Satisfaction

Interactions with virtual therapists during motor rehabilitation in immersive virtual environments: a systematic review

Introduction: Virtual Reality applications for rehabilitation are increasing in popularity. In traditional as well as virtual rehabilitation, the guidance of an occupational therapist through physical and verbal interaction is often required. Several studies have attempted to implement a virtual therapist or assistant in immersive virtual environments for rehabilitation.Objective: This research aims to systematically review these studies, understanding the therapist’s role and how they are represented in the virtual environment, how the virtual therapist and patient interact and the experience of users. Our goal is to provide guidance for virtual therapist implementations into fully immersive virtual reality environments.Method: The researchers systematically reviewed the literature on virtual therapists in immersive virtual environments for motor rehabilitation (protocol prospectively registered with PROSPERO ID: CRD42022357369).Results and Conclusion: Seven studies were identified, with findings showing that virtual therapists are often human-like avatars that guide patients, requiring them to mimic the therapist’s movements. Visual, haptic, or one-direction audio feedback from the therapist to the patient was provided in five studies. The selected studies were all newly developed custom-made systems, with five systems developed using the same game engine. Studies carrying out user testing utilised several methods to understand user experience, evidencing a positive attitude from therapists and motivated and satisfied patients.Future Research: The roles of virtual therapists for motor rehabilitation needs to be explored further in rigorous empirical studies to gather data on patient and therapist user experience. Considerable potential was identified in the development of virtual therapists and therapeutic alliance in the virtual environment. Future systems should reduce manual input from therapists and include personalisation and individualised patient feedback.Systematic Review Registration: [https://www.crd.york.ac.uk/prospero/display_record.php?RecordID=357369], PROSPERO ID [CRD42022357369].

Strengthening health service delivery and governance through institutionalizing 'Urban Health Atlas'-A geo-referenced Information Communication and Technology tool: Lessons learned from an implementation research in three cities in Bangladesh.

Urban health governance in Bangladesh is complex as multiple actors are involved and no comprehensive data are currently available on infrastructure, services, or performance either in public and private sectors of the healthcare system. The Urban Health Atlas (UHA)-a novel and interactive geo-referenced, web-based visualization tool was developed in Bangladesh to provide geospatial and service information to decision makers involved in urban health service planning and governance. Our objective was to study the opportunities for institutionalization of the UHA into government health systems responsible for urban healthcare delivery and document the facilitators and barriers to its uptake. This implementation research was carried out during 2017-2019 in three cities in Bangladesh: Dhaka, Dinajpur and Jashore. During the intervention period, six hands-on trainings on UHA were provided to 67 urban health managers across three study sites. Thirty in-depth and twelve key informant interviews were conducted to understand user experience and document stakeholder perceptions of institutionalizing UHA. Capacity building on UHA enhanced understanding of health managers around its utility for service delivery planning, decision making and oversight. Findings from the IDIs and KIIs suggest that UHA uptake was challenged by inadequate ICT infrastructure, shortage of human resources and lack of ICT skill among managers. Motivating key decision makers and stakeholders about the potential of UHA and engaging them from its inception helped the institutionalization process. While uptake of UHA by government health managers appears possible with dedicated capacity building initiatives, its use and regular update are challenged by multiple factors at the implementation level. A clear understanding of context, actors and system readiness is foundational in determining whether the institutionalization of health ICTs is timely, realistic or relevant.

Perception of Academicians towards Quality of Public Service Marketing in Pokhara

This study mainly focuses on understanding user perception and experiences towards quality of public service marketing on delivery by using the five service delivery dimensions: accessibility, cost, time, barrier and behavior. The research methodology comprises descriptive research design followed by stratified simple random sampling for permanent academic faculty members under multi stage sampling from one constitute and four affiliated college. The primary sources of data were collected through semi structure questionnaire method. Reliability and validity were tested. The study reveals that overall qualities of public service delivery dimension are moderate. The academicians were satisfied with the quality of public service delivery in Pokhara but perception was not as expected. However, the qualitative result depicted that there were major challenges in service delivery such as problem from staff, risk after payment of fees and extra efforts for completing lengthy service. In addition, environmental situation, employees’ attitude, intermediaries, and Afno Manche (known person), salary level and political interventions cause changes in behavior during public service delivery. So, public service institutions should give due attention to such issues to improve quality of service delivery. Even though there is no specific model to measure the quality of public service delivery in Nepalese context therefore, a CAT-Behavior model is recommended for measuring the quality of public service delivery in Nepalese context and it could be beneficial from different perspective.

Research on Virtual Reality Experience and User Behavior from the Perspective of Psychology

Virtual reality (VR) technology has attracted a lot of attention in many fields, including entertainment, healthcare, education and industrial applications. As technology continues to advance, VR has become a powerful tool for psychological research to delve deeper into human cognition, emotion, and behavior. This thesis aims to study the relationship between virtual reality experience and user behavior from the perspective of psychology. By combining virtual reality technology and psychological theory, we explore how virtual reality affects users' perceptual, emotional, and cognitive processes, as well as users' behavior in virtual environments. We first review the development of virtual reality technology, including its definition, technical composition and application areas. We then propose a theoretical framework of psychology to explain the psychological mechanisms of virtual reality experience. This includes important concepts such as perception, attention, emotion, and cognitive load, which play a key role in understanding user behavior and experience in virtual reality. The experience of virtual reality includes not only visual and auditory perception, but also the emotional experience and physical perception of the user. We'll delve into how virtual reality creates immersion, evokes emotions, and changes the user's physical perception. At the same time, we will focus on the user's behavior in the virtual environment, including their actions, interactions and reactions. The research method is an important part of exploring virtual reality experience and user behavior. We will cover experimental design, data acquisition tools, and analytical methods to help researchers delve deeper into this area. In the empirical research section of this paper, we will present a series of specific studies that demonstrate how virtual reality affects user attention, emotion, cognition, and behavior. These studies will provide insights that will help us better understand the psychological effects of virtual reality. Finally, in the discussion and conclusion section, we will summarize the findings, discuss their connection to psychological theory, and make suggestions for future research. These studies are not only of great significance to the field of psychology, but also provide strong support for the application and improvement of virtual reality technology.

A Guided, Internet-Based Stress Management Intervention for University Students With High Levels of Stress: Feasibility and Acceptability Study.

Transitioning to adulthood and challenges in university life can result in increased stress levels among university students. Chronic and severe stress is associated with deleterious psychological and physiological effects. Digital interventions could succeed in approaching and helping university students who might be at risk; however, the experiences of students with internet-based stress management interventions are insufficiently understood. This study aims to explore the feasibility; acceptability; and changes in perceived stress, depressive symptoms, and quality of life from baseline to posttest assessment of a 5-session, internet-based stress management intervention guided by an e-coach, developed for university students experiencing high levels of stress. A single-arm study was conducted. Students were recruited from different channels, mainly from a web survey. Students were eligible if they (1) scored ≥20 on the Perceived Stress Scale-10, (2) were aged ≥18 years, and (3) were studying at one of the participating universities. Feasibility and acceptability of the intervention were investigated using several indications, including satisfaction (Client Satisfaction Questionnaire-8) and usability (System Usability Scale-10). We also investigated the indicators of intervention adherence using use metrics (eg, the number of completed sessions). Our secondary goal was to explore the changes in perceived stress (Perceived Stress Scale-10), depressive symptoms (Patient Health Questionnaire-9), and quality of life (EQ-5D-5L scale) from baseline to posttest assessment. In addition, we conducted semistructured interviews with intervention completers and noncompleters to understand user experiences in depth. For all primary outcomes, descriptive statistics were calculated. Changes from baseline to posttest assessment were examined using 2-tailed paired sample t tests or the Wilcoxon signed rank test. Qualitative data were analyzed using thematic analysis. Of 436 eligible students, 307 (70.4%) students started using the intervention. Overall, 25.7% (79/307) completed the core sessions (ie, sessions 1-3) and posttest assessment. A substantial proportion of the students (228/307, 74.3%) did not complete the core sessions or the posttest assessment. Students who completed the core sessions reported high satisfaction (mean 25.78, SD 3.30) and high usability of the intervention (mean 86.01, SD 10.25). Moreover, this group showed large reductions in perceived stress (Cohen d=0.80) and moderate improvements in depression score (Cohen d=0.47) and quality of life (Cohen d=-0.35) from baseline to posttest assessment. Qualitative findings highlight that several personal and intervention-related factors play a role in user experience. The internet-based stress management intervention seems to be feasible, acceptable, and possibly effective for some university students with elevated stress levels. However, given the high dropout rate and qualitative findings, several adjustments in the content and features of the intervention are needed to maximize the user experience and the impact of the intervention. Netherlands Trial Register 8686; https://onderzoekmetmensen.nl/nl/trial/20889. RR2-10.1016/j.invent.2021.100369.

Research on the application of artificial intelligence generated AI technology in new media art

With the rapid development of information society and computer science, new media art has not made a qualitative leap in the past decade. The reason is that in big data and machine learning, the rapid development of artificial intelligence technology has brought computer science up to a higher level, while art is still stuck in aesthetics, acoustics, vision, psychology and other aspects, lack of logic, intelligence and integration. Therefore, the new media art needs the support of the computer technology, especially the new technology.In the design stage of new media art, technologies such as artificial intelligence, machine learning and big data mining are integrated to improve the molding speed of new media art through mathematical modeling.Through machine learning, quickly understand user experience and user needs, further optimize new media art works, use artificial intelligence AI technology to simulate new media art, and simulate the whole process of user experience and interaction is the main content of this paper.This makes new media art become a typical application in the field of AICG (artificial intelligence production content). Generative AI will greatly reduce the marginal cost of creation and knowledge work, greatly improve labor productivity and economic value, and realize the generation of new media art original content at one tenth of the cost and thousands times production speed.

Challenges and Opportunities of Generative AI for Higher Education as Explained by ChatGPT

ChatGPT is revolutionizing the field of higher education by leveraging deep learning models to generate human-like content. However, its integration into academic settings raises concerns regarding academic integrity, plagiarism detection, and the potential impact on critical thinking skills. This article presents a study that adopts a thing ethnography approach to understand ChatGPT’s perspective on the challenges and opportunities it represents for higher education. The research explores the potential benefits and limitations of ChatGPT, as well as mitigation strategies for addressing the identified challenges. Findings emphasize the urgent need for clear policies, guidelines, and frameworks to responsibly integrate ChatGPT in higher education. It also highlights the need for empirical research to understand user experiences and perceptions. The findings provide insights that can guide future research efforts in understanding the implications of ChatGPT and similar Artificial Intelligence (AI) systems in higher education. The study concludes by highlighting the importance of thing ethnography as an innovative approach for engaging with intelligent AI systems and calls for further research to explore best practices and strategies in utilizing Generative AI for educational purposes.

Ongoing Assessments: Benefits and Challenges of Using Patron Surveys during the Pandemic

This column discusses the benefits and limitations of continuous assessment by reporting on the authors’ perspectives of ongoing assessment using examples from patron surveys designed to understand user experience in the physical library and to measure whether needs were met throughout the pandemic. This column will be helpful to anyone involved in assessment or who is interested in what factors to consider while carrying out ongoing assessment or using evidence-based data for decision-making.

Developing evidence for building sanitation justice: A multi methods approach to understanding public restroom quantity, quality, accessibility, and user experiences.

Access to basic sanitation is a human right and a critical environmental determinant of health. In this paper, we detail the development of three tools to investigate sanitation justice: (1) our public restroom spatial database, (2) our field assessment tool, and (3) survey of restroom access experiences. We document our process to collect these data in a consistent, health equity-driven framework. Together, these tools comprise a suite of methods for the examination of public restrooms from the macro- to the micro-level, and highlight key opportunities to promote health and well-being among restroom-reliant populations (e.g., people experiencing homelessness) by advancing sanitation justice in the built environment. With an illustrative case study, we demonstrate how methods triangulation, using the tools in concert, can provide a comprehensive assessment of basic sanitation access in a given region-San Diego, CA. We also detail how each tool can also be used separately to assess key sanitation justice and health equity questions that may be of interest to researchers, public health practitioners, policymakers, and advocates, including: (1) where do public restrooms exist (mapping)?; (2) how accessible are public restroom facilities, and what health-supportive features do they have (field assessment)?; and (3) what are the experiences of people most reliant on the available public restroom facilities (survey)? The results of our case study demonstrate that these adaptable tools can be used to provide meaningful data on and a holistic picture of public restroom quantity, quality, accessibility, and the experiences of public restroom users in a given region.

Development of Instruction – Augmenting Project for Faculty Members of the Department of Management Studies: An Action Research

This study aimed to assess the developed e-class record system to help the academic staff of the Cavite State University – CCAT Campus. The researchers wanted to evaluate the said system to determine the effectiveness and ease of use of the e-class record system. This study employed quasi-experimental and phenomenological designs to understand user experience to augment the Technology Acceptance Model (TAM). The intervention employed by the researchers was efficient and saved 0:25:51 of time in minutes, as indicated by the average cumulative usage time of 58:20.8 minutes. The goal of setting the intervention was to use e-class records, which had the desired result. This action research revealed the efficiency with regard to the time stamping with intervention, which helped the faculty improve their target goal of efficiency in recording grades. This study recommended having more knowledge and learning among the faculty using the said e-class record system.

Understanding user experiences and expectations toward patient appointment systems

Patient appointment systems are automated reservation systems which allow people to book healthcare services, such as doctor appointments or outpatient appointments online or in apps. In many cases, patient appointment systems are attached as a function in the websites of hospitals. As a kind of direct-to-user healthcare technology which build interactions with patients, the experiences the systems created can affect patients emotion status and health conditions. Therefore, to investigate how user experience could be improved and how positive experience could be created through Human Computer Interaction (HCI) and user experience design, Clincare, a prototype healthcare website making users feel supportive was designed. To characterize users experience and expectations towards patient appointment systems, user experience study was then conducted using the prototype. The results revealed 4 aspects which could significantly influence participants experience and emotions: Information Display, Aesthetics, Workflow, and Context of Use. Based on the result, 4 design implications were proposed to inform future design works of patient appointment systems.

Understanding user experience of an open design-clothing product.

Few studies related open design to the clothing sector, but none explored how users would experience it. The study reported here aimed to investigate how people with some or without prior sewing knowledge - advanced and amateur users – experience an open design-clothing product. Following four fashion design heuristics, a garment was created and distributed as DIY kits among advanced and amateur users. Data were collected in two stages: assembly and personalization. The results indicate that although skills play a significant role during assembly, other factors, like cross-generational differences and personal taste, influence how users experience an open design product. Furthermore, the study shows that given the necessary support, the open design can be used by a heterogeneous public, amplifying the participation of users with little or without prior sewing skills in clothing co-creation.

Co-designing a shared book reading environment at a community hub

Purpose Community hubs often provide support to families in areas of high vulnerability and can provide unique opportunities for delivering early literacy programs. This study used a co-design process to engage families, staff, and community partners within a community hub to design an environment that supported shared book reading. Method Co-design was enacted in four phases: 1) interviews to understand user experiences relating to shared book reading; 2) focus groups to refine ideas into actions to support shared book reading and prioritise these actions; 3) implementation of changes; and 4) understanding of participants’ experiences of involvement. Result Participant identified changes were implemented within four categories: 1) changing how books are organised, 2) showing families how to share books, 3) giving families information about how books can be borrowed, and 4) running more activities about books. Participants indicated they enjoyed being a part of a co-design process to affect change at the community hub. Conclusion Co-design enabled the development of collaborative changes to support book reading that were valued and owned by families, staff, and community partners. Community hubs can provide unique opportunities to engage with families in areas of vulnerability to support the development of early language and literacy skills.

How Do Users Respond to Mass Vaccination Centers? A Cross-Sectional Study Using Natural Language Processing on Online Reviews to Explore User Experience and Satisfaction with COVID-19 Vaccination Centers

To reach large groups of vaccine recipients, several high-income countries introduced mass vaccination centers for COVID-19. Understanding user experiences of these novel structures can help optimize their design and increase patient satisfaction and vaccine uptake. This study drew on user online reviews of vaccination centers to assess user experience and identify its key determinants over time, by sentiment, and by interaction. Machine learning methods were used to analyze Google reviews of six COVID-19 mass vaccination centers in Berlin from December 2020 to December 2021. 3647 user online reviews were included in the analysis. Of these, 89% (3261/3647) were positive according to user rating (four to five of five stars). A total of 85% (2740/3647) of all reviews contained text. Topic modeling of the reviews containing text identified five optimally latent topics, and keyword extraction identified 47 salient keywords. The most important themes were organization, friendliness/responsiveness, and patient flow/wait time. Key interactions for users of vaccination centers included waiting, scheduling, transit, and the vaccination itself. Keywords connected to scheduling and efficiency, such as "appointment" and "wait", were most prominent in negative reviews. Over time, the average rating score decreased from 4.7 to 4.1, and waiting and duration became more salient keywords. Overall, mass vaccination centers appear to be positively perceived, yet users became more critical over the one-year period of the pandemic vaccination campaign observed. The study shows that online reviews can provide real-time insights into newly set-up infrastructures, and policymakers should consider their use to monitor the population's response over time.

Using digital chatbots to close gaps in healthcare access during the COVID-19 pandemic.

Chatbots have emerged as a first link to care in recent years. The COVID-19 pandemic, and consequent health system disruptions, expanded their use. Socios En Salud (SES) introduced chatbots in Peru, which experienced one of the highest excess COVID mortalities in the world. SES and the government identified unmet population health needs, which could be amenable to virtual interventions. Chatbots were developed to screen individuals for these conditions; we describe the period of deployment, number of screenings, and number of people who received services. Between April 2020 and May 2021, SES deployed nine ChatBots: four for mental health, two for maternal and child health, and three for chronic diseases: breast cancer, hypertension, diabetes mellitus, and obesity. Mental health services were provided to 42,932 people, 99.99% of those offered services. The other ChatBots reached fewer people. Overall, more than 50% of eligible people accepted chatbot-based services. ChatBot use was highest for mental health. Chatbots may increase connections between a vulnerable population and health services; this is likely dependent on several factors, including condition, population, and penetration of smart phones. Future research will be critical to understand user experience and preferences and to ensure that chatbots link vulnerable populations to appropriate, high-quality care.

A Web-Based Self-help Intervention for Coping With the Loss of a Partner: Protocol for Randomized Controlled Trials in 3 Countries.

The death of a partner is a critical life event in later life, which requires grief work as well as the development of a new perspective for the future. Cognitive behavioral web-based self-help interventions for coping with prolonged grief have established their efficacy in decreasing symptoms of grief, depression, and loneliness. However, no study has tested the efficacy for reducing grief after losses occurring less than 6 months ago and the role of self-tailoring of the content. This study aims to evaluate the clinical efficacy and acceptance of a web-based self-help intervention to support the grief process of older adults who have lost their partner. It will compare the outcomes, adherence, and working alliance in a standardized format with those in a self-tailored delivery format and investigate the effects of age, time since loss, and severity of grief at baseline as predictors. Focus groups to understand user experience and a cost-effectiveness analysis will complement the study. The study includes 3 different randomized control trials. The trial in Switzerland comprises a waitlist control group and 2 active arms consisting of 2 delivery formats, standardized and self-tailored. In the Netherlands and in Portugal, the trials follow a 2-arm design that will be, respectively, complemented with focus groups on technology acceptance and cost-effectiveness analysis. The main target group will consist of adults aged >60 years from the general population in Switzerland (n≥85), the Netherlands (n≥40), and Portugal (n≥80) who lost their partner and seek help for coping with grief symptoms, psychological distress, and adaptation problems in daily life. The trials will test the intervention's clinical efficacy for reducing grief (primary outcome) and depression symptoms and loneliness (secondary outcomes) after the intervention. Measurements will take place at baseline (week 0), after the intervention (week 10), and at follow-up (week 20). The trials started in March 2022 and are expected to end in December 2022 or when the needed sample size is achieved. The first results are expected by January 2023. The trials will provide insights into the efficacy and acceptance of a web-based self-help intervention among older adults who have recently lost a partner. Results will extend the knowledge on the role of self-tailoring, working alliance, and satisfaction in the effects of the intervention. Finally, the study will suggest adaptations to improve the acceptance of web-based self-help interventions for older mourners and explore the cost-effectiveness of this intervention. Limitations include a self-selective sample and the lack of cross-cultural comparisons. Switzerland: ClinicalTrials.gov NCT05280041; https://clinicaltrials.gov/ct2/show/NCT05280041; Portugal: ClinicalTrials.gov NCT05156346; https://clinicaltrials.gov/ct2/show/NCT05156346. PRR1-10.2196/37827.

A MOBILE MUSIC APPLICATION FOR CAREGIVERS OF PERSONS WITH DEMENTIA: A USABILITY TESTING STUDY

Abstract More than 11 million Americans spend an average of 26.3 hours caring for a person with dementia (PWD). Managing behavioral and psychological symptoms of dementia (BPSD) is a significant source of caregiver stress. Music-based interventions (MBIs) have been shown to be a pleasant activity enjoyed by both PWD and their caregivers, with the potential to help alleviate BPSD. However, current commercial music streaming services are not designed for families coping with dementia due to subscription and/or network connection requirements. This mixed-methods usability study tested caregivers’ experience with an open-source Android application (MUsic to Support Engagement and Resilience, or MUSER) as a potential platform for home-based MBI delivered by caregivers of PWD. In-lab and in-home testing sessions were conducted with 6 caregivers (2 former and 4 current caregivers, 1 male and 5 females). Semi-structured interviews were conducted before and after the in-home testing period between July and November 2021 to better understand User Experiences (UX). Family caregivers had a mean age of 57.8 (SD=26.2, range 20-77). The main themes identified from the interviews included ease of use, device and music preferences, and prior experience with technology. Overall, users reported high satisfaction and would recommend the application to other caregivers. Users reported that listening to music on the app elicited positive emotional effects (e.g., calmness and relaxation). The MUSER mobile music application can be used by caregivers to deliver MBI in the community. Future research should test whether a caregiver-delivered MBI would be efficacious in reducing BPSD among PWD.

The Contributions of Customer Knowledge and Artificial Intelligence to Customer Satisfaction

Customer knowledge is critical for business and marketing strategy, and companies are turning to Artificial Intelligence (AI)-based data analysis to better understand user experience and behavior in both product and service sectors. This paper discusses the importance of customer knowledge and the tools for obtaining it using AI-based analysis. While AI-based analysis has many benefits, such as advanced and detailed analytics, it also has many drawbacks, such as privacy and the human-biased factor that the machine can learn from interacting with humans. AI is a delicate marketing technology that should be controlled by humans because it cannot replace humans in customer service, relationship management, and critical situations.