Adoption of AI-based technologies in the food supplement industry. An italian start-up case study

Although many industries have already implemented technologies based on artificial intelligence (AI) in their business, the effects of new digital solutions on customer satisfaction are not yet fully known. This study aimed to evaluate the AI-based advice implemented by an Italian start-up operating in food supplements to support customer choices. The evaluation utilized the Delphi method and a questionnaire survey. This research aimed to provide companies wishing to use AI with a preliminary evaluation criterion for improving customer satisfaction through digital approaches. Research findings indicate that AI-based advice can improve customer perspectives, such as customer satisfaction and loyalty, by providing a value-added business service, diversified for each product category. However, some mistakes have emerged, which may still be a limitation in the use of AI-based advice. Therefore, this study presents an innovative approach to evaluate the performance of digital advice in traditional sectors such as the food industry.