Role of artificial intelligence in customer engagement: a systematic review and future research directions

• Published in: Journal of modelling in management 2024-10, Vol.19 (5), p.1535-1565
• Main Authors: Gupta, Yuvika, Khan, Farheen Mujeeb
• Format: Article
• Language: English
• Subjects: Artificial intelligence; Bibliometrics; Big Data; Brand loyalty; Citation analysis; Citation indexes; Cocitation; Consumer behavior; Consumers; Customer relations; Customers; Digital marketing; Empowerment; Humanities; Internet of Things; Investigations; Keywords; Machine learning; Market strategy; Social networks; Social sciences; Software; Trends
• ISSN: 1746-5664; 1746-5664; 1746-5672
• DOI: 10.1108/JM2-01-2023-0016

Purpose The purpose of this study is to comprehend how AI aids marketers in engaging customers and generating value for the company by way of customer engagement (CE). CE is a popular area of research for scholars and practitioners. One area of research that could have far-reaching ramifications with regard to strengthening CE is artificial intelligence (AI). Consequently, it becomes extremely important to understand how AI is helping the marketer reach customers and create value for the firm via CE. Design/methodology/approach A detailed approach using both systematic review and bibliometric analysis was used. It involved identifying key research areas, the most influential authors, studies, journals, countries and organisations. Then, a comprehensive analysis of 50 papers was carried out in the four identified clusters through co-citation analysis. Furthermore, a content analysis of 42 articles for the past six years was also conducted. Findings Emerging themes explored through cluster analysis are CE concepts and value creation, social media strategies, big data innovation and significance of AI in tertiary industry. Identified themes for content analysis are CE conceptualisation, CE behaviour in social media, CE role in value co-creation and CE via AI. Research limitations/implications CE has emerged as a topic of great interest for marketers in recent years. With the rapid growth of digital media and the spread of social media, firms are now embarking on new online strategies to promote CE (Javornik and Mandelli, 2012). In this review, the authors have thoroughly assessed multiple facets of prior research papers focused on the utilisation of AI in the context of CE. The existing research papers highlighted that AI-powered chatbots and virtual assistants offer real-time interaction capabilities, swiftly addressing inquiries, delivering assistance and navigating customers through their experiences (Cheng and Jiang, 2022; Naqvi et al., 2023). This rapid and responsive engagement serves to enrich the customer’s overall interaction with the business. Consequently, this research can contribute to a comprehensive knowledge of how AI is assisting marketers to reach customers and create value for the firm via CE. This study also sheds light on both the attitudinal and behavioural aspects of CE on social media. While existing CE literature highlights the motivating factors driving engagement, the study underscores the significance of behavioural engagement in e