Abstract
In recent times, interest in AI's transformative potential in online advertising has surged. This review critically examines AI's role in enhancing customer experience (CX) across various business applications, identifying key themes, assessing AI-powered CX impact, and highlighting future research directions. The study finds that integrating AI into CRM brings significant transformation. AI enables personalized interactions, strengthens customer engagement, provides data-driven insights, and facilitates informed decision-making. Four central themes emerge: personalized service, enhanced engagement, data-driven strategy, and intelligent decision-making. Challenges include data privacy, ethics, and potential negative experiences. This chapter contributes by synthesizing the current state, exploring themes, and advocating responsible AI implementation to guide organizations in navigating opportunities and challenges.
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