Impact of Artificial Intelligence on Customer Satisfaction in Marks and Spencer

This report discusses the impact of artificial intelligence on customer satisfaction in Marks and Spencer. It explains the importance of AI for organizations and opportunities for AI in business. The report also highlights different ways in which AI can improve customer satisfaction in Marks and Spencer.

Business Management
Research

Abstract
Artificial intelligence has become an important component for businesses operating
across different industries. This is because it helps them in enhancing their existing operational
processes as well as develop a better understanding of the preferences as well as needs of the
customers in an efficient manner. Businesses are increasingly adopting effective artificial
intelligence in their systems to provide better services to the customers as well as ensure that
they are satisfied with the same. Marks and Spencer, which is a leading retail organization based
in London, United Kingdom, has implemented artificial intelligence based chatbots. With the
help of these, the company has been able to interact with a larger base of customers, understand
their issues and queries as well as provide effective solutions for the same. Besides this, the
company has also been able to develop effective strategies and make informed decisions based
on the data received from artificial intelligence as well as use the same for running targeted
marketing campaigns. It can be said that artificial intelligence has become an important aspect
for contemporary firms and has impacted the overall level of customer satisfaction to a great
extent. The respective report explains the impact of artificial intelligence on customer
satisfaction to a great extent. Apart from this, it can also be said that there are different
opportunities of artificial intelligence for businesses such as it can help in making informed
decisions. Not only this, the implementation of artificial intelligence in organizations has led an
opportunity for an increased number of job opportunities. And in order to fill in the vacancies in
companies, candidates will be required to possess effective experience as well as specific
knowledge and skills for the same. With the application of artificial intelligence increasing over
the years, there are still a lot of opportunities that will transform the way in which business
operate to a large extent by reducing manual labor as well as improving the overall efficiency of
the businesses operating across different industries.

Contents
Abstract......................................................................................................................................................2
Part - 1........................................................................................................................................................4
INTRODUCTION.....................................................................................................................................4
Aims and Objectives..................................................................................................................................5
Aim..........................................................................................................................................................5
Research Objectives................................................................................................................................5
Research Questions.................................................................................................................................5
Rationale for this project.........................................................................................................................5
Literature Review......................................................................................................................................6
Continuous investment in artificial intelligence.......................................................................................6
The impact of artificial intelligence on customer satisfaction..................................................................7
Different ways in which artificial intelligence can improve customer satisfaction in Marks and Spencer
.................................................................................................................................................................9
Importance of artificial intelligence for organizations...........................................................................10
Opportunities for artificial intelligence in business...............................................................................12
REFERENCES........................................................................................................................................15
Part - 2......................................................................................................................................................16
INTRODUCTION...................................................................................................................................16
Research Methodology............................................................................................................................16
Data Analysis...........................................................................................................................................17
Discussion and Analysis of findings........................................................................................................25
Conclusions and Recommendations.......................................................................................................32
REFERENCES........................................................................................................................................34
Appendix..................................................................................................................................................36

Part - 1
INTRODUCTION
Artificial intelligence can be referred to as the simulation of human intelligence in
different machines that are programmed to think like humans. It has been an important field of
study and is being implemented by a large number of organizations because it helps in
automating the routine processes and tasks, thereby increasing the overall optimization
(Aladayleh, 2020). There are also various advantages of artificial intelligence such as it helps in
reducing the level of human error, assists in making faster decisions and also helps jobs that are
repetitive. Considering these as well as various ither advantages, companies across different
industries are investing significantly in artificial intelligence. The benefits of artificial
intelligence range from automating different processes within the workplace, improving
customer service, evaluating the overall scope of marketing strategies. helping with the decision-
making process as well as reducing human error. In daily routine, there are many repetitive
works that have to be carried out within an organization and hence, using artificial intelligence
can automate these tasks, thereby increasing the overall productivity as well as efficiency of the
company. Apart from this, artificial intelligence is also being used in the form of digital
assistants by organizations to interact with their customers as well as other users. This helps in
saving time as well as the need for human resources to carry out the tasks. Customer satisfaction
on the other hand, can be referred to as how well a product or the service provider is able to fulfil
the needs as well as expectations of the customers.
Customers are always looking for products that satisfy their needs and are based on their
preference as well as need (ALI and et.al., 2021). Today, many companies have automated the
customer support operations within their workplace with chatbots. They can be defined as virtual
tools that are powered by artificial intelligence and help the company in interacting with the
customers, understanding their preferences and also, addressing the queries or concerns that are
raised by them in an effective manner. this eases out the whole process for the company as well
as the customers because they don’t have to wait in for long durations of time. Organization
chosen for the respective report is Marks and Spencer, which is a leading multinational retailer of
household as well as clothing products. the company was founded in the year 1884 by Michael

Marks and Thomas Spencer. The respective report will help the readers in developing an
understanding about the continuous investment in artificial intelligence and its impact on
ensuring customer satisfaction. Besides this, it will also explain the importance of implementing
artificial intelligence in organizations.
Aims and Objectives
Aim
“To understand the continuous investment in artificial intelligence and analyze its impact
of on customer satisfaction. A study on Marks and Spencer.”
Research Objectives
 To understand the continuous investment in artificial intelligence.
 To analyze the impact of artificial intelligence on customer satisfaction.
 To identify the different ways in which artificial intelligence can improve customer
satisfaction in Marks and Spencer.
 To determine the importance of artificial intelligence for organizations.
 To identify the opportunities for artificial intelligence in business.
Research Questions
 What is meant by continuous investment in artificial intelligence?
 What is the impact of artificial intelligence on customer satisfaction?
 What are the different ways in which artificial intelligence can improve customer
satisfaction in Marks and Spencer?
 What is the importance of artificial intelligence for organizations?
 What are the opportunities for artificial intelligence in business?
Rationale for this project
The main rationale for choosing this project is to enhance my existing knowledge about
the importance of artificial intelligence in organizations as well as its impact on the overall
customer satisfaction (Alshurideh and Hassanien, 2021). Apart from this, the respective project
will help me in developing an understanding about how to undertake a research as well as about
the process of data collection. I want to develop skills such as time management, organization as
well as communication skills. This is because these are important employability skills that

employers today expect the candidates to have. Besides this, I want to build my career in the
research sector and hence, this project will be helpful for me in developing skills and knowledge
that I can implement in the future.
Literature Review
Continuous investment in artificial intelligence
As already mentioned, artificial intelligence has become an important part of businesses
and organizations operating across different industries. This is because it helps them in reducing
manual labor by automating the different things (Baklanov and et.al., 2020). It can be said that
by taking into account the different benefits, companies are continuously investing in artificial
intelligence. Investing in AI and ML has many perks to the corporations. Machine gaining
knowledge of clubbed with artificial intelligence can automate maximum of the mundane
responsibilities and unburden the personnel. Data analytics is considered the gasoline for
organizations these days and device learning enables this evaluation in a hassle-free way. The
report states one technique wherein groups are investing in device gaining knowledge of is by
growing information scientists hiring (Balkan, 2021). Year-on-yr, the common number of
statistics scientists has extended to seventy six%, famous the document. The extra the power of
information science teams, the less difficult it will become to broaden and install ML algorithms
and models. This hiring method also shows the point of interest of corporations on sales boom
and decreasing operational costs with the aid of adopting ML and AI. Automating business
techniques and improving customer experience are the 2 primary industrial use cases of AI and
ML inside the contemporary scenario. The virtual shift and penetration of clever devices have
given start to patron-centric business systems, where businesses are targeted on offering a
customized and custom designed enjoy to their customers. AI and ML are being drastically
utilized in cybersecurity practices. The report says that the role of device learning and deep
gaining knowledge of in detecting anomalies the use of behavioral evaluation and gives several
examples of companies using ML to come across attacks and mitigate risks.
Companies pouring money into growing gadget gaining knowledge of techniques are
awaiting redefining their business with the aid of embracing automation. Still, many companies
are lagging and living out of legacy systems. The rising want for statistics technology and
analytics will urge agencies to accept and undertake disruptive techs like ML and synthetic

intelligence (Companies are Investing in Machine Learning in 2021. Why?, 2021). The
discipline of synthetic intelligence and gadget gaining knowledge of has skilled several floor-
breaking improvements at some point of latest many years. This has empowered AI system
mastering strategies the capability to exhibit promising results in many regions, along with that
of industries. Here is a gist of the way corporations are making AI and ML paintings for them of
their enterprise procedures and reaping the benefits. Artificial intelligence era can without
difficulty be deployed to handle repetitive tasks like addressing maximum frequently requested
questions and/or monitoring recurring transactions. With this, AI-prepared structures can
efficaciously characteristic as chatbots or customer service retailers, appreciably reducing the
paintings pressure of employees (Behera and et.al., 2021). As a result, human employees can
give attention to other responsibilities that demand for creativity and absolute human presence.
Inventory maintenance can be tedious and time-eating, specifically for a large agency.
Nevertheless, this tremendously simple venture can be automized with minimal attempt, making
AI the first-rate healthy for the category.
Even simple synthetic intelligence and machine gaining knowledge of systems
programmed the usage of much less complicated device getting to know languages can
efficaciously cope with this enterprise technique, typically with minimum or nearly no human
intervention. Present global flourishes with an considerable amount of records. This
announcement is proper regardless of recognize to groups, as they cope with hundreds and heaps
of transactions within a unmarried day. AI aided machines can situation this massive voluminous
facts to crucial analysis and may be educated to extract implicit styles winning from-within. This
capability of machines is visible to be certainly superior in assessment to that of people each in
phrases of time as well as efficiency.
The impact of artificial intelligence on customer satisfaction
Artificial intelligence has impacted the customers’ satisfaction levels to a great extent and
this is because it has helped companies in improving the overall interaction with their customers
as well as other users (Bengel, 2020). There has been a positive impact because with the help of
artificial intelligence or AI, it has become easier to anticipate the needs of the customers in an
effective manner and thus, develop recommendations based on the same. Predictive analytics
allow businesses to assess the stock of every consumer, suggest the right gadgets they’re low on,

and supply them to their houses. Amazon is one of the leading on-line shopping systems which
have successfully carried out AI to make their customers’ purchasing enjoy extra customized.
Autonomous automobiles use deep learning, a subset of gadget studying, to feel and navigate the
surroundings round them. They also keep in mind the consumer’s most commonplace routes and
configuration choices to optimize day by day commutes and journeys. Traditional analytics
strategies honestly don’t cut it when operating with big records. With the assist of AI-enabled
consumer journey analytics, companies can collate and arrange large amounts of consumer facts
left in the back of at unique touchpoints. This information is then automatically analyzed with
correct speech/text analytics and natural language processing (NPL) equipment to find sentiment,
advantage a better understanding of customers’ likes and dislikes, curate the proper messaging,
and convey it at the right time.
Businesses additionally advantage from AI-powered anomaly detection strategies that
permit them to live ahead of the customer, pick out threat areas that they can recognition their
marketing efforts on and make the maximum out in their resources (Bulchand Gidumal, 2020).
As industries an increasing number of get extra aggressive, organizations need to keep up with
the ultra-modern trends and innovations to optimize their operations in advance. The
opportunities are countless with what AI and machine studying technology can do for a business
and it’s handiest going to get higher from here. There are several patron revel in control answers
that percent powerful AI and gadget studying tools to deliver remarkable stories, power sales
growth, and decrease operational expenses. If you are inside the marketplace for one, check out
our targeted review of the exceptional customer experience control solutions, each internet-based
totally and on-premise to make the right decision.
The mixture of AI and device gaining knowledge of for gathering and analyzing social,
historic and behavioral information enables manufacturers to advantage a much greater correct
expertise of its customers. Unlike conventional facts analytics software, AI is constantly learning
and enhancing from the statistics it analyzes, and is capable of expect patron behavior
(Dhanabagiyam, 2020). This allows brands to provide exceedingly relevant content, growth
income possibilities, and enhance the consumer adventure. Real-time decisioning may be used
for more effective marketing to customers. One instance of real-time decisioning is to become
aware of customers that are the usage of advert blockers, and offer them with alternative UI

additives that can hold to interact them. Another is personalised guidelines, which can be used to
present more applicable content to the consumer. By the usage of AI and actual-time decisioning
to recognize and understand a patron’s motive via the data that they produce, in real-time,
manufacturers are capable of present hyper-personalized, applicable content material and offers
to customers. Predictive analytics refers back to the technique of operating with data, facts
mining, and modelling to make predictions. Because AI is ready to investigate large amounts of
facts in a totally quick amount of time, it uses predictive analytics to produce actual-time,
actionable insights that manual the next interactions among a patron and a emblem (Enache,
2020). This is often referred to as predictive engagement, and it requires the understanding of
whilst and a way to interact with each customer, something that AI is superb at. AI and
predictive analytics are capable of cross similarly than ancient facts alone, presenting deeper
insights into what has already passed off, and what can be completed to facilitate a sale thru hints
for associated merchandise and accessories, making the customer enjoy more relevant and more
likely to generate a sale, in addition to offering the patron with a more sense of emotional
reference to a logo.
Different ways in which artificial intelligence can improve customer satisfaction in Marks and
Spencer
Marks and Spencer is one of the leading retailers and market leaders that has a huge
customer base across different geographic locations. Customer service representatives nowadays
are tasked to address a huge variety of purchaser calls on a daily basis (Verganti, Vendraminelli
and Iansiti, 2020). They are also confronted with the mission of reducing the common decision
time for each patron. Chatbots have an important function to play in addressing each these
challenges. Not only can chatbots provide activate solutions with lightning-rapid responses in
actual-time, however they also can reduce the load on human sellers by means of resolving a
excessive quantity of purchaser queries with the best accuracy and human-like conduct
(Fehlmann, 2020). Customers want carrier on their phrases. Brands need to be available and
responsive to customers always at some stage in the year. Automated customer service can make
it viable. It permits agencies to deliver always-on customer support and remedy troubles as soon
as they get up. This way clients will have their inquiries resolved 24 hours a day while not
having to await lengthy intervals to get a response. Not most effective would this pass a long
manner in growing purchaser delight and imparting brilliant customer support, however

additionally enhance emblem recognition and force higher consumer loyalty. Artificial
intelligence can play a large position in augmenting human interactions with customers.
Two of the maximum giant approaches AI is augmenting customer service is thru AI-
augmented messaging and AI e-mail tagging. AI-augmented messaging allows customer service
sellers to deal with a big a part of consumer queries with the help of chatbot assistants. With AI
electronic mail tagging, people can save the time required to read each purchaser electronic mail
via having AI-powered programs experiment emails, tag them, and direct them to the proper
workplace. This would assist the carrier reps shop time and cognizance at the greater complex
tasks that cannot be finished without human intervention.
The company has implemented artificial intelligence in different ways to ensure that the
customers are satisfied and any of their queries are resolved. AI simplifies records accumulating
and unifies it to create a single purchaser view, based totally at the customers’ behavioral
patterns. In the preliminary days, AI was depending on the existing information of the customers,
which was fed manually (Gao, Liu and Mai, 2020). The new generation of AI-powered systems
are more adept at proactively inquiring for information from clients without human intervention.
They can without problems analyze behavioral styles and instantly respond to the needs and
sentiments of the customers. They are brief to respond and recognise whilst exactly to invite
further questions. After collecting the required facts, the AI structures can take a look at the
information and take further actions to manual the customers via their buy adventure (Wang and
et.al., 2021). Businesses that have integrated AI into their systems are now making the most of
information collection and garage and feature reduced the actual-time procedure with none
human intervention. It is essential for corporations to create experiences that emerge as part of
the customers’ lives.
Importance of artificial intelligence for organizations
Artificial intelligence has become one of the key components for organizations because it
helps them in saving time as well as optimizing the day-to-day processes (Gäthke, 2020). Many
businesses are taking up artificial intelligence in their business because it helps them in reducing
their operational costs as well as increase overall efficiency. Machines have more efficiency than
humans and hence, artificial intelligence can help in analyzing large amounts of data within less
amounts of time. This further helps in making informed decisions which are helpful for carrying

out the business processes in an effective manner (The Importance of Artificial Intelligence in
Business, 2021). Chatbots that are implemented by organizations that are driven by artificial
intelligence and help in resolving the issues as well as concerns of the customers online.
Artificial intelligence has enabled the companies to automate their communications with the
customers to a great extent. the main benefit of this is that the company can interact with a large
number of customers and develop an understanding of the concerns or queries that are raised by
them. Another reason why artificial intelligence is important for businesses is that it enhances the
overall productivity of the firm. This is because the overall manual labor is reduced, so the
employees are able to focus on the individual tasks that are assigned to them. artificial
intelligence also helps in reducing the errors so that the tasks can be carried out in an efficient
manner.
Businesses that have implemented artificial intelligence in their workplace, are able to
provide their customers with better experiences (Huang and Rust, 2021). This is because they are
able to develop a better understanding of their needs as well as preferences in an effective way.
Apart from this, real time assistance is also provided to the customers and also, decisions that are
made, help the company in gaining a competitive advantage against other players in the market.
Artificial intelligence is also beneficial for the companies because it can be used to control robots
in factories or maintain ideal heating temperatures (Wichmann, Willemink and De Cecco, 2020).
Businesses today are working towards improving their overall efficiency in order to build a
strong brand image. Marks and Spencer, which is one of the leading retailers in the market has
implemented artificial intelligence in its system in order to improve the customers’ experience as
well as make better decisions and strategies. Apart from this, artificial intelligence also helps in
predicting outcomes which is one of the most important things for the businesses. Also, there is
an improvement in the overall recruitment process for the business as only qualified as well as
experienced candidates are hired for carrying out the vacant jobs in the workplace (Jennings,
2020). Artificial intelligence also helps in keeping a track of the customer demand so that
appropriate strategies can be developed and implemented. Customers are also increasingly
becoming concerned about the environment and hence, artificial intelligence helps in solving
issues related with the environment.

Today, artificial intelligence has become a key component for the overall success of the
business. This is because it helps in automating the marketing processes that further help in
increasing overall sales of the company. Artificial intelligence has made it easier for the
businesses to understand the patterns of customers buying behavior and thus, market the products
accordingly. It can be said that AI has smoothen out the overall marketing process of the
businesses, allowing them to gain a competitive advantage against the competitors. As a result,
there is an increase in the sales as well as the businesses are able to adjust the prices of their
products based on the preferences as well as demand for the products in the market. Besides this,
artificial intelligence also enhances the overall efficiency of a business. Modern businesses are
focused towards improving their efficiency as well as gaining an increased level of performance.
Businesses have large amounts of data that needs to be kept safe and protected from getting
misused. And artificial intelligence helps organizations in protecting the data as well as
preventing fraud. Therefore, it can be said that artificial intelligence has become a key
component for modern day businesses and organizations.
Opportunities for artificial intelligence in business
As already mentioned, artificial intelligence has become a key component for the
businesses and it is only expected to grow further. It can be said that there are different
opportunities for artificial intelligence in businesses because of the large number of advantages
that it has (KALARANI, 2021). A lot of businesses have introduced new job roles that involve
the candidates to have effective knowledge as well as experience in the field of AI. Apart from
this, artificial intelligence has the opportunity to enable the development of new products as well
as services in an effective manner. This can be one of the major opportunities for businesses
because the customers’ needs as well as preferences are changing at a fast pace. Not only this, AI
can also contribute towards making the workplaces safer for the employees because of the
outbreak of the pandemic. Unnecessary costs as well as expenses can be eliminated with the
effective implementation of artificial intelligence in businesses. (Khatri and et.al., 2020).
Artificial intelligence is also used for solving problems in the business that can arise sometimes.
AI also enables innovation for the businesses allowing them to conduct their business operations
in a much more efficient manner. This leads to an increase in the sales of the business as well as
helps it in gaining a competitive advantage against others. It can be said that artificial
intelligence can set to be an enabler of innovation for the organizations.

Artificial intelligence can be one of the major components for the success of businesses
that operate across different industries. For instance, in the retail industry, artificial intelligence
can help in improving the demand forecasting, making precise decisions as well as optimize the
product placement in an effective manner. this is a great opportunity for the businesses to
connect their products with the right customers as well as attract a greater number of potential
ones. Artificial intelligence is also important in helping the businesses in improving the overall
customer experience. One of the other big opportunities for artificial intelligence in business is
that it can help in tracking data from the online channels and hence, help the businesses make
informed decisions as well as developed effective e-commerce strategies. The respective
company, Marks and Spencer has been able to gain a better insight about the preferences as well
as needs of the customers and clients by implementing artificial intelligence in the workplace. As
a result, there has been an increase in the sales of the company as well as it has been able to gain
a competitive advantage in the market (Kim and et.al., 2021). It also contributes to the overall
growth of the business and making it easier for the business to carry out its business operations
in an efficient manner.
Other opportunities of artificial intelligence within the retail industry are to help the
businesses with demand forecasting, making decisions regarding the pricing of products as well
as making the right products available to the right customers (Yakubu, Kwong and Lee, 2021).
Artificial intelligence is estimated to change the future of how businesses operate. The customers
will be able to develop an effective understanding of the products as well as services that are
offered by the companies as well as get their issues and queries resolves. And all of this will not
involve a lot of time as well as manual labor because the artificial-intelligence based chatbots
will do the tasks. The result of the same will be positive because the customers’ satisfaction level
will increase and hence, the organization will be able to earn their trust (Laurim and et.al., 2021).
AI will become an important aspect for the businesses because it will drive important and
informed decisions. Apart from this, the business will also be able to interact with a greater
number of customers, thereby increase their overall customer base and presence. As already
mentioned, a lot of organizations have already implemented artificial intelligence in some or the
other form and out of the remaining, many are still moving towards implementing the same
(Zhong and et.al., 2020). There will also be a lot of job opportunities in the future related to
artificial intelligence in organizations in the future such as machine learning engineer, robotics

engineer, data scientist etc. The human labor in jobs will reduce and hence, the efficiency of the
business will also increase leading to an improvement in the overall level of output generated by
the business.
Twenty first century synthetic intelligence has present day capabilities which can be
hastily converting the manner we stay (Leung and Loo, 2020). But many worries raised about AI
are much like ones from preceding periods of fast alternate, like the Industrial Revolution. AI
assistants will assist older human beings live impartial and stay in their own homes longer. AI
gear will maintain nutritious food to be had, correctly reach gadgets on high cabinets, and screen
movement in a senior’s domestic. The equipment should mow lawns, keep home windows
washed or even assist with bathing and hygiene. Many other jobs that are repetitive and physical
are best for AI-based totally tools. But the AI-assisted work can be even extra vital in risky fields
like mining, firefighting, clearing mines and managing radioactive materials. Artificial
intelligence has had huge effect inside the healthcare sector, especially since the pandemic last
year. AI and other disruptive technology powered a patient-targeted healthcare device
(Lichtenthaler, 2020). This new care state of affairs is all virtual and highlights the significance
of information and analytics. Predictive analytics, system getting to know, and AI performed a
pivotal role in drug discovery and vaccine development. In the approaching years, the usage of
those superior technology will become the norm, and without difficulty handy electronic clinical
records will simplify diagnostics. AI will allow healthcare structures to tune and screen sufferers
in real-time, benefit genetic information, and every body’s lifestyle. Algorithms will take up the
price of diagnosing fitness situations and prescribing appropriate treatments. The aggregate of AI
and human intelligence will lead to the development of state-of-the-art cybersecurity innovations
inside the future.

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Part - 2
INTRODUCTION
There are different types of researches such as qualitative and quantitative and it is
important for the researcher to choose the most appropriate form of research. – Research
methods allow the researcher to gather information from the researcher. Questionnaires are an
awesome way to achieve facts from a large number of humans and/or folks who might not have
the time to attend an interview or participate in experiments. Many organizations are increasingly
implementing artificial intelligence in different forms to ensure that they are able to develop an
understanding of the preferences as well as needs of the customers in an effective manner.
Artificial intelligence is an important for the organization because it helps in save a lot of time
and money. The business decisions that are taken are much more informed. The business
decisions are informed and hence, the goals as well as objectives are achieved in an efficient
manner. It can also be concluded that even simple synthetic intelligence and device gaining
knowledge of structures programmed the use of a whole lot less complex tool mastering
languages can successfully cope with this agency method, usually with minimum or nearly no
human intervention.
Research Methodology
Research methodology is an important component of the research because it provides the
readers with an outline of the methods as well as techniques that have been applied in the study.
The methods and techniques that are used in the respective research are explained as follows.
Research Approach – It can be referred to as the procedures and plans about how the
research study is conducted. There are different types of research approach that can be adopted
by the researcher (Liu, 2020). Inductibve and deductive are the two types of research approaches
that are available. In context of this research, the researcher has used deductive research
approach because it will help in identifying and understanding the relationship between different
variables.
In an inductive approach to investigate, a researcher starts via accumulating facts this is
relevant to his or her topic of interest. Once a large amount of data have been accrued, the

researcher will then take a breather from information collection, stepping again to get a fowl’s
eye view of her data. At this stage, the researcher looks for styles within the records, operating to
develop a theory that could give an explanation for the ones patterns. Thus when researchers take
an inductive approach, they start with a hard and fast of observations and then they flow from the
ones precise reports to a greater widespread set of propositions about the ones reports.
Researchers taking a deductive approach take the steps described in advance for inductive
studies and opposite their order. They begin with a social principle that they discover compelling
after which take a look at its implications with statistics. That is, they move from a more
preferred degree to a extra precise one. A deductive approach to research is the only that humans
normally partner with medical research.
Research Methods They allow human beings to take their time, think about it and are
available again to the questionnaire later (Maier and Edwards, 2020). Participants can nation
their perspectives or emotions privately without traumatic approximately the viable response of
the researcher. Unfortunately, a few humans can also still be willing to try to give socially
appropriate answers. People need to be encouraged to reply the questions as clearly as viable in
order to keep away from the researchers drawing false conclusions from their have a look at.
Quantitative research is a type of research in which numerical facts approximately the
phenomenon is accrued it's far the character of problem or concern as a way to help you in
figuring out the type of research you should conduct (Moloi and Marwala, 2020). The
predominant benefit of Quantitative research is that the use of the information can make a
contrast between exceptional facts set. Students for acting Quantitative research require know-
how and information about the sphere of arithmetic as well as records. The sample size for the
research is 30 respondents.
Data Analysis
Theme 1: Knowledge about the concept of artificial intelligence
Q1. Are you aware about the concept of artificial intelligence?
a) Yes 20
b) No 10

a) Yes b) No
0
5
10
15
20
25
20
10
Chart Title
Interpretation – Artificial intelligence has become an important aspect for businesses
because it helps in improving the overall performance of the firm. From the above graph, it can
be concluded that out of 30 respondents, 20 respondents were of the view that they were aware
of the concept of artificial intelligence. They stated that they had read about the same and also
said that it can help the businesses to grow in an effective manner. but it was also found that the
remaining 10 respondents stated that they were not aware about the concept of artificial
intelligence as they had never read about the same anywhere and that the concept was new for
them. It can be said that a large number of companies are implementing the concept of talent
management in their respective organizations to ensure that the business processes are carried
out in an effective manner as well as the company is able to gain a competitive advantage in the
market.
Theme 2: Impact of artificial intelligence on customer satisfaction
Q2. What is the impact of artificial intelligence on customer satisfaction?
a) Introduction of chatbots 15
b) Increased productivity 8
c) Automate processes 7

15
8
7
Chart Title
a) Introduction of chatbots b) Increased productivity
c) Automate processes
Interpretation – Implementation of artificial intelligence has transformed the way in
which businesses carry out their operations and improve overall efficiency. From the above
graph, it can be stated that out of the 30 respondents, 15 respondents stated that one of the
impacts of artificial intelligence on businesses is that it has helped in the introduction of the
chatbots that not only help the organizations in interacting with the customers, but also
developing a better understanding about their preferences as well as needs. As a result, they are
able to resolve any concerns or queries that are raised by the customers without putting any
manual efforts. It can also be stated that out of the remaining respondents, 7 respondents stated
that it helps in automating the processes. This helps in saving a lot of time and ensuring that the
tasks are completed in an effective manner and well within the available time. This is one of the
biggest impacts of artificial intelligence on the businesses. Apart from this, it can also be
concluded that the remaining 8 respondents stated that artificial intelligence has helped
businesses by increasing their overall productivity as well as ensuring that the business
operations are conducted in an effective manner. They said that artificial intelligence has helped
in improving the quality as well as delivery of the products.
Theme 3: Ways in which artificial intelligence can improve customer satisfaction
Q3. What are the different ways in which artificial intelligence can improve customer
satisfaction in Marks and Spencer?
a) Improved customer support 12
b) Enhanced interactions with the customers 8

c) Better understanding of the customers’
preferences
10
12
8
10
Chart Title
a) Improved customer support
b) Enhanced interactions with the customers
c) Better understanding of the customers’ preferences
Interpretation – Marks and Spencer is one of the leading retailers in the United
Kingdom that is primarily known for selling high quality clothing as well as household products
to the customers. For the company, it is very important to take into account that the customers
are satisfied with the products as well as service that they receive. From the above graph, it can
be interpreted that out of the 30 respondents, 12 respondents stated that by improving the
customer support, the respective company can increase the overall satisfaction level of its
customers and also, gain their trust. This can also be done by providing the employees in the
workplace with effective training. This will ensure that the processes are carried out in an
effective manner. It can also be concluded that 8 respondents stated that artificial intelligence
helps in improving as well as enhancing the interactions with the customers in an effective
manner. Lastly, it can be stated that the remaining 10 respondents stated that with the help of
artificial intelligence, Marks and Spencer will be able to better understand the preferences of the
customers. And hence, the services provided to the customers will be based on their respective
preferences and needs.
Theme 4: Importance of artificial intelligence for organizations
Q4. In your opinion, what is the importance of artificial intelligence for organizations?

a) Saves time by automating processes 10
b) Faster and better decisions 5
c) Improve customer experience 9
d) Improved inventory management 6
a) Saves time by
automating
processes
b) Faster and better
decisions c) Improve customer
experience d) Improved
inventory
management
0
2
4
6
8
10
12
10
5
9
6
Chart Title
Interpretation – As already mentioned, artificial intelligence has a lot of benefits for the
businesses as well as organizations operating across different industries. From the above graph, it
can be stated that 10 out of 30 respondents stated that artificial intelligence is important for any
business because it helps in automating the different processes within the company. as a result,
the company is able to save a lot of time as well as unnecessary costs, which improves the
overall efficiency of the employees as well as the organization or business on the whole. Apart
from this, it can also be interpreted that 5 out of the remaining respondents stated that artificial
intelligence enables faster and better decisions. As a result, the business is able to conduct its
business operations in an efficient manner. Apart from this, it can also be concluded that 9
respondents were of the view point that artificial intelligence helps in improving the overall
customer experience. They also stated that artificial intelligence helps in reducing any manual
labor and helps the company save a lot of time. Lastly, it can also be concluded that 6
respondents were of the view point that artificial intelligence helps the managers within the
company to track and manage the inventory. This way, the business operations are able to

continue in an efficient manner and also, there is an increase in the overall productivity as well as
efficiency.
Theme 5: Opportunities for artificial intelligence in business
Q5. What are the opportunities for artificial intelligence in business?
a) Boost sales 20
b) Reduce manual labor 5
c) Increase production output 5
a) Boost sales b) Reduce manual labor c) Increase production
output
0
5
10
15
20
25
20
5 5
Chart Title
Interpretation – From the above table, it can be concluded that out of the 30
respondents, 20 respondents stated that there are various opportunities for artificial intelligence
for businesses. They said that artificial intelligence can significantly help in boosting the overall
sales of the company. This is because it will help the firm in understanding them needs of the
customers as well as satisfying the same in an effective manner. On the other hand, another
opportunity for artificial intelligence is that 5 respondents stated that it reduces the manual labor
for the company. as a result, they are able to contribute to the overall success of the company.
Lastly, it can also be interpreted that the 5 respondents were of the viewpoint that artificial
intelligence helps in increasing the overall production output as well as quality of the products in
an effective manner. Therefore, it can be said that there are a lot of opportunities for artificial

intelligence in organizations and can help them in achieving their goals and objectives in an
effective manner.
Theme 6: Challenges of artificial intelligence in an organization
Q6. What are the challenges of artificial intelligence in an organization?
a) Data privacy and security 12
b) Implementation costs 5
c) Employee resistance 7
d) Limited knowledge 6
a) Data privacy and
security b) Implementation
costs c) Employee
resistance d) Limited
knowledge
0
2
4
6
8
10
12
14
12
5
7
6
Chart Title
Interpretation – There are different challenges that a company can face because of the
artificial intelligence in the organization. From the above graph, it can be concluded that 12
respondents were of the view point that data privacy and security is one of the major challenges.
This is because there is a lot of data that businesses have to take into account to protect the same.
Apart from this, it can also be concluded that 5 respondents stated that there are a lot of
implementation costs and along with this, 7 respondents stated that there can be a case wherein
the respondents show resistance towards adapting artificial resistance. This can be because they
feel insecure about their jobs. Lastly, the remaining 6 respondents stated that the employees
might have limited knowledge about the concept of artificial intelligence and hence, they might
not be able to adapt themselves to the same. Thus, these are the different challenges that can
affect the overall process of implementing artificial intelligence.

Theme 7: Benefits of artificial intelligence for an organization
Q7. What are the different benefits of artificial intelligence for an organization?
a) Increased productivity and efficiency 10
b) Improved customer service 10
c) Reduction of human errors 10
a) Increased productivity
and efficiency b) Improved customer
service c) Reduction of human
errors
0
2
4
6
8
10
12
10 10 10
Chart Title
Interpretation – From the above graph, it can be concluded that there are a lot of
benefits of implementing artificial intelligence in the company. Out of the 30 respondents, 10
respondents stated that it helps in increasing the overall productivity as well as efficiency of the
company as well as the employees. Due to this, they will be able to put in more efforts and get
the tasks done in an efficient manner. It can also be concluded from the graph that 10
respondents stated that artificial intelligence helps in improving the customer service. This
further helps the company to gain their trust as well as loyalty. Hence, the company is able to
develop a better understanding of their needs as well as preferences. Lastly, it can be concluded
that the remaining 10 respondents stated that artificial intelligence helps in reducing the human
errors. This is because the processes are automated and hence, the decisions taken are more
informed as well as efficient.
Theme 8: Artificial intelligence important for a business to be successful
Q8. In your opinion, is artificial intelligence important for a business to be successful?
a) Yes 20

b) No 10
20
10
Chart Title
a) Yes b) No
Interpretation – From the above graph, it can be stated that out of the 30 respondents, 20
respondents stated that considering the contemporary situation, artificial intelligence has become
very important for the overall success of the company. Apart from this, it can also be concluded
that the remaining 10 respondents stated that artificial intelligence is not very important for the
overall success of an organization. This is because there can be a case wherein the employees are
not able to work in an effective manner and hence, this can affect the overall performance of the
firm to a great extent. therefore, it can be said that artificial intelligence is being implemented by
a lot of organizations and can help a business to conduct its operations in an efficient as well as
productive manner, by reducing the human errors. These are the different view point of the
different respondents, who were asked about the importance as well as benefits of the artificial
intelligence in businesses as well as organizations operating across different industries.
Discussion and Analysis of findings
By undertaking the respective study, it has been found that artificial intelligence has
become an important component for any business or organization (Muzzin, 2021). This is
because it helps in optimizing the processes by automating them and helps in saving a lot of time
as well. There are a lot of organizations as well as businesses that are implementing artificial

intelligence in the workplace or their system in order to ensure that human error is reduced.
Artificial intelligence allows the organization to automate a variety of processes. As a result, this
leads to an increase in the productivity of the company. Marks and Spencer is a leading marketer
of household as well as clothing products for the customers. The company has been able to keep
up with the trends and adapt itself to the changes in the market. Therefore, it can be said that by
constantly investing in artificial intelligence, a company can enhance its overall performance.
Artificial intelligence helps in improving the overall productivity of the employees as well as the
company on the whole. There are various routine tasks that can be automated. This can help in
automating the different processes and ensuring that the they are completed faster as well as in
an efficient manner (Pena and et.al., 2021). This helps in saving time and money and provide
insights about making smart decisions. While undertaking the respective research project, it was
found that in order to ensure that the employees as well as other staff members are able to adapt
themselves to the change, the companies are now focused on providing the employees effective
training to ensure that they are able to adapt themselves to the change. Artificial intelligence can
be implemented within an organization in different ways, one of them is by introducing chatbots.
It can be said that chatbots have become a common way through which organizations are able to
develop an effective understanding about the preferences as well as need of the company.
It has also been found by undertaking this report that the majority of the respondents
were aware about the concept of artificial intelligence as well as its importance for businesses to
be able to achieve their goals as well as objectives. It can also be said that the respondents stated
that they had either heard about the same. They also said that their organization has implemented
artificial intelligence in their respective system. This ensures that the processes are conducted in
an effective manner. It also helps in increasing the overall productivity as well as efficiency of
the firm and allows the management to make informed as well as effective decisions (Petrov and
Janevski, 2020). When the tasks are reduced for the employees, they are able to focus on other
things and hence, deliver better outputs. This is beneficial for the firm as there is an increase in
the overall productivity as well as efficiency to a great extent. It has also been analyzed that there
are a lot of benefits of implementing artificial intelligence in the company. there is a reduction in
the number of errors that are made by the employees and hence, the intended outcomes are also
achieved in an effective manner. but it has also been analyzed by undertaking the above report
that there can also be various challenges that are associated with the implementation of artificial

intelligence. For instance, the cost associated with the same can be huge and there can be a case
wherein the company is not able to bear the costs. Apart from this, there can also be a case
wherein the knowledge of the employees about artificial intelligence is limited and this can affect
the over all productivity of the company as well as the employees. While analyzing the data, it
was also found that artificial intelligence allows the companies to gain a better understanding
about the preferences as well as needs of the customers.
The preferences as well as needs of the customers keep on changing and hence it is
important for the organizations to take the same into account. This is important because it helps
them to satisfy the needs of the customers efficiently. It is able to be concluded that out of 30
respondents, 20 respondents have been of the view that they had been privy to the idea of
synthetic intelligence. They said that they had read about the same and also said that it could help
the organizations to grow in an effective way (Policarpo and et.al., 2021). But it became
additionally found that the remaining 10 respondents said that they were now not privy to the
concept of artificial intelligence as they'd never study about the identical everywhere and that the
concept turned into new for them. It can be stated that a big range of organizations are
implementing the concept of expertise control of their respective businesses to make sure that the
business methods are finished in an effective way as well as the agency is capable of gain a
aggressive gain inside the marketplace. Artificial intelligence has quite a few benefits for the
businesses as well as businesses operating throughout distinctive industries. From the above
graph, it can be stated that 10 out of 30 respondents said that synthetic intelligence is critical for
any business because it enables in automating the unique processes within the agency. As a end
result, the employer is able to keep lots of time as well as unnecessary expenses, which improves
the general efficiency of the employees in addition to the agency or business on the complete.
Apart from this, it can additionally be interpreted that five out of the last respondents stated that
artificial intelligence permits quicker and better choices (Schneider and et.al., 2020). As a end
result, the enterprise is capable of conduct its commercial enterprise operations in an green
manner. Apart from this, it can additionally be concluded that 9 respondents had been of the
view factor that artificial intelligence enables in improving the overall patron enjoy. They also
stated that artificial intelligence allows in decreasing any manual exertions and facilitates the
enterprise keep quite a few time. Lastly, it can additionally be concluded that 6 respondents had
been of the view factor that artificial intelligence helps the managers in the corporation to music

and control the inventory. This manner, the enterprise operations are capable of continue in an
efficient way and also, there may be a growth in the universal productivity as well as efficiency.
Artificial intelligence may be one of the foremost components for the fulfillment of
agencies that perform throughout different industries. For example, within the retail enterprise,
synthetic intelligence can help in enhancing the call for forecasting, making particular decisions
as well as optimize the product placement in an powerful manner. That is a brilliant opportunity
for the groups to attach their merchandise with the right clients in addition to entice a more wide
variety of capability ones. Artificial intelligence is also vital in supporting the companies in
improving the overall customer enjoy (Shai, Bakama and Sukdeo, 2020). One of the other large
possibilities for synthetic intelligence in commercial enterprise is that it is able to assist in
tracking statistics from the net channels and as a result, assist the organizations make
knowledgeable choices in addition to evolved effective e-trade techniques. The respective
business enterprise, Marks and Spencer has been able to gain a better insight about the
possibilities as well as wishes of the customers and customers with the aid of implementing
artificial intelligence within the place of business. As a end result, there was an increase within
the income of the enterprise as nicely as it has been able to gain a competitive gain inside the
market. It additionally contributes to the overall increase of the business and making it easier for
the business to carry out its business operations in an efficient way.
The corporation has applied synthetic intelligence in exceptional approaches to ensure
that the customers are satisfied and any in their queries are resolved. AI simplifies records
gathering and unifies it to create a unmarried patron view, based totally completely at the clients’
behavioral styles. In the preliminary days, AI turned into depending on the present facts of the
clients, which became fed manually. The new generation of AI-powered structures are more
adept at proactively soliciting for records from customers without human intervention
(Shokouhyar, Shokoohyar and Safari, 2020). They can without troubles analyze behavioral
patterns and instantly reply to the needs and sentiments of the clients. They are quick to respond
and recognise even as exactly to invite in addition questions. After collecting the required
statistics, the AI structures can take a look at the data and take further movements to manual the
clients through their purchase adventure. Businesses which have integrated AI into their
structures at the moment are making the maximum of information collection and storage and

characteristic reduced the actual-time method without any human intervention. It is essential for
organizations to create stories that turn out to be a part of the customers’ lives.
Even easy synthetic intelligence and system studying systems programmed the usage of
tons less complicated tool learning languages can successfully cope with this agency approach,
commonly with minimal or nearly no human intervention. Present international flourishes with
an tremendous quantity of facts. This statement is right no matter apprehend to organizations, as
they address loads and hundreds of transactions inside a unmarried day. AI aided machines can
situation this large voluminous facts to important evaluation and may be educated to extract
implicit styles winning from-inside (Sutherland and et.al., 2020). This functionality of machines
is visible to be absolutely superior in evaluation to that of human beings every in phrases of time
as well as performance.
Businesses moreover gain from AI-powered anomaly detection strategies that permit
them to live beforehand of the consumer, choose out danger regions that they can popularity their
advertising efforts on and make the most out in their sources. As industries increasingly more get
more aggressive, businesses want to keep up with the ultra-present day tendencies and
improvements to optimize their operations earlier. The possibilities are endless with what AI and
device analyzing generation can do for a enterprise and it’s only going to get better from here.
There are several purchaser level in manipulate answers that percentage effective AI and gadget
studying equipment to supply remarkable testimonies, electricity income boom, and decrease
operational charges (Syahnur, Basalamah and Gani, 2020). If you are in the marketplace for one,
take a look at out our targeted review of the great patron enjoy manage solutions, each net-based
completely and on-premise to make the proper decision.
There are special demanding situations that a company can face due to the synthetic
intelligence within the corporation. From the above graph, it may be concluded that 12
respondents had been of the view point that statistics privateness and safety is one of the
foremost challenges. This is because there is lots of facts that corporations have to keep in mind
to shield the equal. Apart from this, it may also be concluded that five respondents said that there
are plenty of implementation prices and in conjunction with this, 7 respondents stated that there
may be a case wherein the respondents display resistance closer to adapting synthetic resistance.
This may be because they experience insecure approximately their jobs (Toader and et.al., 2020).

Lastly, the final 6 respondents stated that the personnel might have confined knowledge
approximately the concept of synthetic intelligence and hence, they may not be able to adapt
themselves to the equal. Thus, these are the specific demanding situations that could have an
effect on the general method of enforcing artificial intelligence.
Businesses furthermore benefit from AI-powered anomaly detection strategies that permit
them to live beforehand of the patron, select out risk areas that they can recognition their
marketing efforts on and make the maximum out in their sources. As industries an increasing
number of get extra aggressive, groups want to keep up with the extremely-current inclinations
and enhancements to optimize their operations earlier. The opportunities are limitless with what
AI and tool reading generation can do for a organization and it’s best going to get higher from
here.

Conclusions and Recommendations
From the above report, it can be concluded that the artificial intelligence is an important
aspect for an organization. It can be said that there are a lot of benefits of implementing artificial
intelligence in the workplace such as there is an increase in the overall productivity as well as
efficiency of the firm. Present international flourishes with an substantial amount of facts. This
assertion is right irrespective of apprehend to companies, as they deal with loads and lots of
transactions within a single day. AI aided machines can situation this massive voluminous
records to critical analysis and can be knowledgeable to extract implicit patterns prevailing from-
within. This capability of machines is seen to be honestly superior in evaluation to that of human
beings each in terms of time as well as performance.
Businesses moreover gain from AI-powered anomaly detection techniques that permit
them to stay in advance of the patron, select out danger areas that they are able to reputation their
advertising efforts on and make the maximum out of their resources. As industries more and
more get greater aggressive, groups need to keep up with the extremely-cutting-edge trends and
improvements to optimize their operations in advance. The possibilities are infinite with what AI
and system reading generation can do for a commercial enterprise and it’s only going to get
higher from here. There are several customer experience manage solutions that percentage
effective AI and device reading equipment to supply notable memories, strength income
increase, and reduce operational costs. If you are in the market for one, check out our centered
evaluation of the first-rate purchaser experience manage answers, every net-primarily based
completely and on-premise to make the proper choice. The combination of AI and device
studying for collecting and analyzing social, historic and behavioral information enables
manufacturers to gain a far greater accurate expertise of its customers. Unlike conventional
information analytics software, AI is constantly studying and improving from the statistics it
analyzes, and is capable of assume patron behavior.
There are different recommendations that can be made for the companies operating in the
different industries. For instance, it is recommended that the organizations should ensure that the
employees receive various development and training opportunities so that they are able to put in
their extra efforts and get the tasks done in an efficient manner. this is important because when
the employees will receive effective training, they will be able to enhance their existing

knowledge as well as skills that are associated with artificial intelligence. It is also recommended
that the companies should ensure that the employees are encouraged to share their thoughts as
well as inputs during the decision-making process. This will help them in developing an effective
understanding about the whole implementation of artificial intelligence as well as contribute to
their overall level of job satisfaction in an effective manner. another recommendation that can be
made for organizations is that they should develop an effective plan because this will help in
assessing as well as identifying the various risks as well as challenges that are associated with the
same and can have an impact on the overall process of implementation of artificial intelligence in
the workplace. it is recommended that the companies should take into account the data privacy as
well as security.
It can be said that if organizations implement or take into account the recommendations
that are mentioned above, they will be able to implement artificial intelligence in an effective
manner and ensure that there is an increase in the overall efficiency of the firm. It is suggested
that the managers as well as leaders in the organizations should encourage their team members to
enhance their existing knowledge about the implementation of the same. As far as Marks and
Spencer is concerned, it should inform the employees about the different advantages of artificial
intelligence. This way, they will be able to enhance their knowledge about the same as well as
make sure that they put in their best efforts to get the tasks done in an effective manner. this can
also help in contributing to the overall job satisfaction of the employees. It has been found that
employees who are satisfied with their respective jobs as well as are committed to and satisfied
with the same, are far more productive as well as work more efficiently in comparison to the
ones who are not satisfied their respective jobs. Therefore, it can be said that it is important for
the organizations to implement the feature of chatbots on their websites, if they haven’t already
as this will help in understanding the needs of the customers as well as interacting with them in
an efficient manner. It is beneficial for organizations to have a look at AI via the lens of
enterprise talents rather than technologies. AI can assist three vital enterprise desires: automating
enterprise approaches, gaining perception thru facts evaluation, and engaging with clients and
employees. Artificial intelligence may be used to solve troubles throughout the board. AI can
help businesses boom income, discover fraud, improve purchaser experience, automate work
methods and offer predictive analysis. Logistics corporations can use AI for better stock and
delivery management.

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Appendix
Questionnaire
Q1. Are you aware about the concept of artificial intelligence?
a) Yes
b) No
Q2. What is the impact of artificial intelligence on customer satisfaction?
a) Introduction of chatbots
b) Increased productivity
c) Automate processes
Q3. What are the different ways in which artificial intelligence can improve customer
satisfaction in Marks and Spencer?
a) Improved customer support
b) Enhanced interactions with the customers
c) Better understanding of the customers’ preferences
Q4. In your opinion, what is the importance of artificial intelligence for organizations?
a) Saves time by automating processes
b) Faster and better decisions
c) Improve customer experience
d) Improved inventory management
Q5. What are the opportunities for artificial intelligence in business?
a) Boost sales
b) Reduce manual labor
c) Increase production output
Q6. What are the challenges of artificial intelligence in an organization?
a) Data privacy and security
b) Implementation costs
c) Employee resistance
d) Limited knowledge
Q7. What are the different benefits of artificial intelligence for an organization?
a) Increased productivity and efficiency

b) Improved customer service
c) Reduction of human errors
Q8. In your opinion, is artificial intelligence important for a business to be successful?
a) Yes
b) No
Q9. Any suggestions or recommendations