Artificial Intelligence and Its Role in Enhancing Customer Experience: A Systematic Literature Review

Artificial Intelligence (AI) is fundamentally transforming how organizations interact with customers and deliver value across all service touchpoints. This systematic literature review critically examines the multidimensional role of AI in enhancing customer experience (CX), drawing upon a curated body of peer-reviewed studies published between 2024 and 2026. The review investigates key AI applications—including conversational chatbots, predictive analytics engines, and intelligent recommendation systems—and evaluates their demonstrated impact on personalization quality, service efficiency, customer satisfaction, and long-term loyalty. A conceptual framework is proposed, illustrating the relational pathways through which AI technologies influence CX outcomes, moderated by the degree of human interaction retained in service delivery. Findings reveal consistent empirical support for the positive effects of AI on customer-facing processes, while also identifying significant research gaps pertaining to privacy-personalization trade-offs, ethical AI governance, and the sustainability of customer trust in increasingly automated environments. This review contributes a structured theoretical foundation for future empirical and experimental research in AI-driven customer experience management.