Scaling Up Customer Support Using Artificial Intelligence and Machine Learning Techniques

Abstract

Cutting-edge technological advancements in artificial intelligence (AI) and its associated technologies such as machine learning (ML) and deep learning (DL) have garnered immense attention from academia and the industry due to their ability to automate tasks previously executed by human beings in various sectors of the economy. In the business sector, there's an increased interest to explore how these emerging technologies can be deployed to enhance engagements between businesses and clients by automating their interactions. Fueled by the prevalence of a plethora of digital marketing data, these data-driven techniques can help businesses to provide faster and more efficient customer support, while also freeing up human staff to focus on more complex business-related issues. Accordingly, this chapter seeks to provide a compact review of the different AI-powered techniques and their applications in scaling up customer support, highlight existing challenges in their usage in the marketing domain along with proposing future research directions.