AI and Machine Learning Applications to Enhance Customer Support

Abstract

The aim of this study is to investigate the applications of machine learning (ML) and artificial intelligence (AI) techniques in customer support and to make recommendations for future research directions. Based on that, this study analyzed the articles linked to both AI and ML in customer service published on various scientific platforms using a systematic literature review methodology. The findings suggested that different types of AI and ML approaches are helpful for organizations in providing improved customer support and service for different sub-issues in different dimensions (integrated product service offerings, word of mouth, service excellence, and self-service technology) of customer support. The current study also provides businesses with helpful knowledge about how AI and ML technologies may be used to enhance customer service. Practitioners might also get advice from the current study on the need for further crucial measures and improvements.