The potential of AI-enabled crossselling using AR/ VR technologies to enhance customer engagement

Abstract

In an increasingly digital B2B sales environment, companies are looking for new ways to increase customer interactions and optimize sales strategies. This bachelor's thesis investigates the intersection of artificial intelligence (AI), augmented reality (AR), and virtual reality (VR) technologies, with a particular emphasis on their ability to improve cross-selling in B2B environments. While AI has already proven to be a useful tool in optimizing sales processes and personalizing customer experiences, its integration with immersive technologies like AR and VR is still underexplored, particularly in terms of cross-selling. The thesis focuses on two key research questions: (1) How can artificial intelligence, integrated with augmented reality and virtual reality, enhance cross-selling strategies in the B2B sales landscape? (2) To what extent do AI-enabled AR/VR solutions impact customer engagement and trust in B2B cross-selling? To fill the gap between theory and reality, the study includes a comprehensive literature review as well as qualitative interviews with FMCG industry professionals. The findings indicate that AI-powered AR/VR systems have significant potential to personalize sales experiences, improve product visualization, and build immersive, customer-centric environments that support more informed purchasing decisions. Tools like Impact XP, InContext Solutions, and Nielsen SmartStore show how virtual store simulations and datadriven insights may boost engagement and improve cross-selling results. Interview results reveal that while the implementation of AI, AR, and VR is still in early stages, professionals see strong future potential. Respondents emphasized that these technologies improve internal efficiency, enable more personalized recommendations, and create more engaging and transparent customer experiences. Immersive tools were seen as especially valuable for visualization and building stronger, trust-based relationships with clients. This thesis concludes that AI-enabled AR/VR solutions can significantly enhance crossselling strategies in B2B environments by combining data-driven insights with immersive customer interactions. Although adoption barriers remain, companies that invest early in these technologies are likely to gain a strategic advantage in terms of engagement, efficiency, and innovation.

Date of Award	2025
Original language	English
Supervisor	Valerija Muravjova (Supervisor)