Transforming qualitative research in phygital settings: the role of generative AI

Purpose- This commentary discusses the value of generative artificial intelligence (AI) for qualitative research in phygital settings to understand the customer experience.Design/methodology/approach- The critical and logical analysis is based on current knowledge of generative AI.Findings- Generative AI seems very useful for qualitative research in phygital settings to understand the customer experience and should be used in qualitative research projects. Generative AI can provide much-needed validation of the subjective nature of qualitative research and can also generate insights beyond human intuition.Research limitations/implications- The study is based on current technology, which changes fast. In the future, the skills of qualitative researchers may become outdated, relegating them to the role of prompt engineers.Practical implications- Technology, and especially generative AI, will be a key tool for practitioners as they conduct practical research.Social implications- Qualitative researchers should overcome potential anti-technology speciesism and embrace the potential of generative AI.Originality/value- This commentary provides insights into the role of generative AI for qualitative research in phygital settings.