Transforming Quick Commerce in Tunisia Through AI

Quick commerce emerged rapidly in Tunisia, particularly during the COVID-19 pandemic, leading to significant shifts in consumer behavior. This chapter investigated how consumers adopt and adapt digital and artificial intelligence technologies in the context of quick commerce. Five themes emerged: (1) AI Adoption as a Response to Crisis, (2) AI between utility and emotion, (3) Trust and Risk in AI Transactions, (4) Culture and AI-Driven Commerce, (5) AI as a structuring force in consumer behavior. The theoretical framework combines Giddens' structuration theory to study how AI transforms consumer action, and Beck's risk society theory to understand how technological risk is perceived and negotiated. This research highlights patterns and interactions between technology, risk, and culture, as well as how people in emerging markets navigate the new reality of quick commerce.