Between artificial intelligence and customer experience: a literature review on the intersection

Abstract

AbstractThis paper is a literature review of the intersection field between Artificial Intelligence (AI) and Customer Experience (CX). We analyzed and synthesized the most recent and prominent literature on the subject, providing an overview of the state of the art, through articles found in the Scopus database. Among the main findings, it is noteworthy that this intersection appears as an interdisciplinary topic of interest in the fields of Computer Science, Business and Management, and Engineering. Additionally, studies often examine conversational agents such as chatbots and voicebots, as well as machine learning prediction models and recommendation systems as a way to improve the Customer Experience. The most common sectors in the review are tourism, banking and e-commerce. Other segments and technologies appear less and may be underrepresented, thus a scope for future research agenda. Despite the existing literature, it is observed that there is still substantial space for expansion and exploration, especially considering the emergence of new generative Artificial Intelligence models.