Artificial intelligence (AI) and customer experience since 2016: Literature review

Abstract

In the dynamic contemporary world, marked by disruptive technological advances, artificial intelligence (AI) emerges as an omnipresent force that is redefining various aspects of society. In this context, it is imperative that we explore critically and deeply the role that AI has assumed in the realm of customer experience. The article unfolds through a qualitative methodological route and bases its analysis on a comprehensive literature review, including case studies relevant to the topic, academic articles, and published theses. The literature review represents the consensus in the field and highlights divergent perspectives to offer a holistic and enriched view of the topic in question. Through this approach, it emphasizes the most recent trends and developments in the area and encourages critical reflection on the challenges and opportunities that lie at the convergence of AI and customer management. Technology is advancing rapidly, and companies must adapt to both online and offline marketing trends and strategies to meet the needs of their customers.