A Systematic Literature Review of the Impact of Artificial Intelligence on Customer Experience

Artificial intelligence (AI) is one of today's most significant technological advances; machine-learned technologies benefit both businesses and customers. The journey that a customer takes from pre-purchase to post-purchase is referred to as customer experience. People have developed a desire for positive relationships as technology has gradually taken over our lives. Particularly now, almost any product imaginable can be ordered online. AI is returning to our DNA of one-on-one customer relationships. It can improve customer interaction; however, marketers must understand how well these advances in technology affect customer experience in this ever-changing environment. Moreover, the presence of an omnichannel e-commerce environment necessitates a consistent customer experience across all platforms and devices. Customer personalization can be improved by recommender systems, and customer engagement can be improved by conversational agents, both individually and collectively. This analysis chapter presents a framework for businesses and other researchers to understand how recommendation systems can assist businesses in improving customer experience throughout the customer journey.