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Technology has transformed every aspect of our lives, including how we behave, react, think,
and make decisions, for example, the different uses of Artificial Intelligence (AI) have helped various
companies improve processes and increase efficiency, however, the perception of the customers to these
applications as part as the digital transformation strategy has not been investigated particularly in the
retail sector. Therefore, the main goal of this research is to determine the impact that AI uses like robots
and self-checkout machines have as a digital transformation strategy in the perception of customers in
the retail sector. For the development of this investigation a quantitative research method was identified
as the most appropriate, we made an experiment through surveys and performed descriptive and
inferential analyses. We found that customers have a higher perception of hybrid retail stores (Selfcheckout and robots with human employees) compared to traditional stores that don't use these
technologies as part of their digital transformation strategy. These findings are important for companies,
managers, and entrepreneurs, who can use this information to measure their digital transformation
strategy. For instance, measuring the positive or negative perception that these technologies have made
in customers, how much their experience has improved, and how much are the customer needs being
satisfied with these solutions. This is crucial as well, for academics to identify business cases, best
practices, and how we can apply this study to other countries or industries with these tools or new
technological tools.
