The role of AI-powered chatbots in enhancing customer experience: systematic literature review

Abstract

The engagement of chatbots in customer experience management is increasing as a disruptive innovation in the digital ecosystem. The goal of the research conducted by the authors was to explore the application of AI chatbots to be used in e-commerce to improve customer satisfaction levels. The systematic literature review and data-analysis presented in the paper involve the peer-reviewed literature published in the last three years. This study includes peerreviewed research articles on AI-powered chatbots and customer experience published between 2021 and 2024. After searching Scopus and PubMed and applying exclusion criteria, five relevant full-text articles from the last three years were selected. Scopus and PubMed databases were used for record searching; finally, twenty-one study-relevant articles were chosen for the research. After applying some exclusion criteria, which were duplicates, other than the English language, non-AI-powered chatbots, and not accessed for full-text articles, five peer-reviewed articles were finally used for analysis. The PRISMA approach was utilized to synthesize the findings. Cross-study compatibility, validity, and reliability of sources were validated and assessed to derive more accurate data-analysis results. Consequent themes include the impact of anthropomorphism on perceived personalization qualities, behavioral trust and intention, and the part played by chatbots in reducing perceived risks in electronic commerce. The results of the research support chatbots as stewards of business and customer service operations to achieve global sustainability and citizenship objectives, including inclusive interactions for all users.