Technopreneurship and AI Sentiment Intelligence: Innovating Customer Experience in Digital Startups

Abstract

Rapid developments in Artificial Intelligence (AI) have led to a revolution in the entrepreneurship ecosystem, especially in the context of digital startups that operate in dynamic environments. Although there is an emphasis on the role of predictive analytics and automation, relatively little research focuses on how AI sentiment intelligence can be a resource for improving customer experience innovation. The current paper examines the effects of AI sentiment intelligence on customer insight agility, customer experience innovation, and performance in terms of start-up growth. Based on the Resource-Based View and Dynamic Capabilities theory, the study follows a sequential mixed-method explanatory research design where quantitative data from 287 digital start-ups was analysed through structural equation modelling (SEM). Based on the research findings, it can be seen that sentiment intelligence using artificial intelligence has significantly improved the ability of startups to become agile in terms of insights on customers (β = 0.69, p < .001) and as a result of which, innovation in the customer experience (β = 0.64, p < .001) and performance (β = 0.58, p < .001) has been positively affected. The process of innovation acts as a partial mediator between the two variables, whereas digital maturity helps in strengthening this process. It was found out from qualitative analysis that sentiment analytics lead to immediate reaction, innovation at micro-level, and empathy based on data.