In the digital realm, companies like Peugeot, IKEA, L’Oréal and Klarna are increasingly using generative artificial intelligence (AI) to create innovative solutions and improve user experiences. These conversational systems and virtual assistants offer personalised advice, support purchase decisions and boost customer service efficiency. Peugeot’s Digital Ambassador for the 2008 model, IKEA’s Creative for home design, L’Oréal’s Beauty Assistant and Klarna’s Financial Advisor demonstrate how AI drives the creation of more interactive and personalised user journeys.