Artificial Intelligence and Customer Experience: A Systematic Review Across Industries 2021 - 2025

Mendez-Gutierrez L.L.; Espinoza-Castro J.E.; Jimenez-Pachas E.J. · 2025 IEEE International Conference on Technology Management, Operations and Decisions, ICTMOD 2025 (2025) · DOI: 10.1109/ictmod66732.2025.11372032

Resumen

This systematic review synthesizes empirical evidence on how Artificial Intelligence (AI) shapes corporate customer experience (CX) across industries between 2021 and 2025. Following PRISMA procedures, we screened peer-reviewed studies indexed primarily in Scopus and complemented with reference chasing. Forty-one articles met the inclusion criteria. The synthesis indicates that AI augments CX through hyper-personalization, conversational interfaces chatbots and voice assistants, recommendation and prediction engines, and real-time analytics that orchestrate omnichannel journeys. Benefits cluster around higher satisfaction, trust, convenience, conversion, loyalty, and lower churn; yet outcomes depend on transparency, explainability, data quality, ethical safeguards, and cultural fit. Boundary conditions include sector banking, retail, hospitality, public services, task complexity, customer digital literacy, and perceived risk. We propose an integrative framework in which AI capability with perceived usefulness, personalization, effort reduction and CX outcomes, moderated by trust, privacy control, and service context. Managerial and policy implications and an agenda for future research are discussed.

Instituciones: Universidad Privada del Norte