The purpose of this research is to understand how the launch of generative artificial intelligence (AI) has impacted the customer experience on digital platforms. To explore the proposed research question, this thesis will define key terms, understand differences in customer reviews in pre and post AI periods, and determine the benefit of generative AI integration on digital platforms. This paper will discuss different types of digital platforms with a focus on streaming and social media. Spotify, Facebook, and TikTok will be used to examine broader trends in their respective industries. Through an analysis of customer reviews across the three platforms, the value of adding generative AI features will be investigated. Existing advancements have improved the user experience and a continued investment in generative AI can allow companies to stay ahead of the curve in their industries. As a result of the completed research, it is recommended that companies consider generative AI integration on their digital platforms and establish the most appropriate ways to use generative AI as an enabler to increase efficiency, productivity, and user interfaces.
