Demystifying Artificial Intelligence and Customer Engagement

Abstract

Artificial intelligence (AI) has grabbed the attention of the extent of literature and customer engagement of many business organizations in the past decade, especially with the advancement of machine learning and deep learning. However, despite the great potential of AI to solve customer problems and engage customers, there are still many issues related to practical uses and lack of knowledge to create value through customer engagement. In this context, the present study aims to full fill the gap by providing a critical literature review based on 53 A* and A categories of Australian Business Deans Council (ABDC) journals (2011-2023) by highlighting the benefits, challenges, framework, and future research directions in theory, context, characteristic and methodology (TCCM) areas. These findings contribute to both theoretical and managerial perspectives for developing a future novel theory and new forms of management practices.