Abstract
Artificial intelligence (AI) has been widely adopted in the service sector to enhance the customer experience and gain a competitive advantage. However, there are a limited number of papers that focus on the relationship between AI and customer experience, and there is no clear framework to reveal how AI influences the customer experience. Therefore, this paper will address how AI affects the customer experience and develop a conceptual framework of AI applications in customer experience along the customer journey. A two-step research design is adopted in this paper. The first phase aims to identify a framework through an extensive systematic literature review of the relevant databases. The findings cover three main themes: AI experience, AI functions, and AI services. A research framework is created on the basis of the findings. This paper contributes to consumer behavior and services by integrating AI with customer experience and providing a comprehensive framework for guiding future research. The study also offers practical implications for practitioners to enhance customer experience.
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