A Study of Generative AI in Designing Gamified Customer Experiences for Online Food Delivery Platforms

Abstract

Gamification has its origins in the education sector, where game-based elements were introduced to improve learner motivation, participation, and sustained engagement. Over time, this approach has expanded beyond education and gained prominence in digital business environments as a tool for influencing user behaviour and enhancing experience. The emergence of Generative Artificial Intelligence has further transformed gamification by enabling highly personalized, adaptive, and interactive experiences. In online food delivery platforms, where competition is intense and customer switching costs are low, AI-driven gamification has emerged as a promising strategy to strengthen customer engagement and long-term relationships.The main objective of this study is to investigate how Generative AI contributes to the design of gamified customer experiences on online food delivery platforms and to examine its influence on customer engagement, satisfaction, and loyalty. The study also seeks to identify major AI-enabled gamification elements and to understand customer perceptions and acceptance of Generative AI–based gamified features, particularly among Gen Z users. A quantitative research approach was adopted for this study. Primary data was collected through a structured questionnaire administered to Gen Z consumers who actively use online food delivery platforms. Statistical tools such as Statistical tools such as descriptive analysis and t-tests were applied to analyse the data and test the proposed framework. The study revealed that Generative AI enhances the effectiveness of gamification by delivering personalized rewards, challenges, and interactions, leading to higher levels of behavioural, emotional, and cognitive engagement. The findings are anticipated to offer valuable theoretical insights and practical guidance for designing AI-driven gamified customer experiences in digital service platforms.