In today's digital age, companies face many challenges. One of the challenges is to provide consumers with what they want and exceed their expectations. Digitization has enabled consumers to interact with the companies and their products in many new touch points. The appearance of new touch points has encouraged companies to focus on improving the overall consumer experience. New technologies help them in this, such as artificial intelligence, which provides a wide range of possibilities for understanding dynamic consumer behavior and customer trends. This paper explores how the application of artificial intelligence influences the consumer experience. The research was conducted online through a structured survey questionnaire that was distributed through social networks. 110 respondents, male (25.5%) and female (74.5%), of different age groups took part in the survey. Respondents expressed their views on claims about artificial intelligence and their last online purchase. Based on the received answers the conclusions of the already conducted research on this topic were confirmed. Although the respondents remained neutral in most cases, it can be concluded from the research that the application of artificial intelligence has an impact on the purchase journey, and thus on the consumer experience.