The impact of generative AI: a multi-case study analysis of enhancing well-being along the customer journey

The rapid advancement of technology is transforming our daily lives and changing the way we face the challenges of an aging population. The UN projects that the elderly population will reach 994 million by 2030 and 1.6 billion by 2050. This increase presents a significant challenge. Smart assistive technologies are emerging as a solution, including generative artificial intelligence. By adopting a qualitative approach, through multi-case analysis focusing on two Apps powered by Gen AI, this study explores the customer journey of the elderly with Gen AI. The study captures relevant touchpoints and unveils how such technology can be a vehicle for consumer experiences that generate well-being and improve the quality of life. This research focuses particularly on the elderly, a category that has been little explored in the existing literature, offering relevant contributions from both a theoretical and a practical point of view. On one hand, it contributes to the advancement of the literature, as generative AI is redefining existing theories on the interaction between technology and humans. On the other hand, it provides a better understanding of the key role that generative AI plays in transforming society's approach to the challenges of an ageing population. This emphasises the need for companies and policymakers to invest in this transformative technology, generating benefits for older people but also society as a whole.