Transforming retail through artificial intelligence

Végh Kamilla Luca (2025) Transforming retail through artificial intelligence. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

The rise of artificial intelligence (AI) is reshaping the retail industry in fundamental ways. This thesis examines how AI technologies are influencing shopping behaviours and business strategies, and explores what kind of future we can expect as these tools become more integrated into everyday retail.The research investigates how tools such as recommendation engines, chatbots, dynamic pricing, cashier-free checkout systems, and loyalty platforms are redefining how people shop and how companies operate. AI is not only increasing efficiency and personalization but is also influencing how decisions are made, both at the consumer and business levels. Alongside its advantages, the study also highlights key concerns, including data privacy, transparency, and the risk of alienating customers through overly automated, impersonal environments.To support these findings, a qualitative research study was conducted using three semi-structured interviews with experts actively involved in the Hungarian retail and digital innovation landscape. The interviewees included the concept director of Auchan Hungary Ltd, the former managing director of Gardino, and a digital marketing specialist and trainer. Their insights provided valuable real-world perspectives on the opportunities and challenges of AI integration.The research concludes that while AI has the potential to make retail more efficient, responsive, and personalized, it is not expected to replace human roles, but to reshape them. This shift is guiding the industry toward a more adaptive, hybrid model that blends digital and physical experiences. For successful implementation, businesses must go beyond technical capacity and address ethical concerns, regulatory obligations, and emotional responses. They are also responsible for educating and supporting their customers throughout this transition, building trust and ensuring that innovation remains focused on real customer needs.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Kereskedelem Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	artificial intelligence, automation, consumer behaviour, data protection, digitalization, ethics, innovation, personalization, privacy, retail, smart stores, trust
SWORD Depositor:	User Archive
Felhasználói azonosító szám (ID):	User Archive
Rekord készítés dátuma:	2026. Ápr. 09. 14:53
Utolsó módosítás:	2026. Ápr. 09. 14:53

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