Customer Experience Of Artificial Intelligence In Pakistan: The Oldaa Model

Abstract

Advancement of Artificial Intelligence is a global phenomenon. This research investigates the customer experience (Cx) of Artificial Intelligence (AI) enabled platforms in Pakistan, focusing on popular platforms like Facebook, Google, Open AI's Chat GPT, and Deep fake, from a marketing perspective. Given the rapid advancement of AI technologies and the corresponding risks and sacrifices associated with their use, there is a substantial gap in the literature from a customer-centric viewpoint, particularly in the context of Pakistani cultural and behavioral patterns. Therefore, this research is rooted on basis of the BMW model of perceived sacrifices (PS) of AI which categorizes perceived sacrifices into Bafflement, Motive, and Wastage, integrating both established and newly identified factors specific to the Pakistani context. Through thematic analysis of 10 interviews, we present the OLDAA model as a framework to understand the customer experience of AI in Pakistan under the BMW model. These findings contribute significantly to understand how perceived sacrifices shape user interactions with AI technologies exclusively in Pakistani setting, providing valuable insights for marketers and technologists aiming to optimize AI solutions in emerging markets.