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Systematic Analysis of the Role of Artificial Intelligence in Customer Experience in the Service Sector: Towards the Development of a Conceptual Model
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Author(s): Zouhair Allal (School of Engineering Sciences (EMSI), SMARTiLab Laboratory, Rabat, Morocco), Hajar Kobi (School of Engineering Sciences (EMSI), SMARTiLab Laboratory, Rabat, Morocco), Lamyae Khattabi (Sidi Mohamed Ben Abdellah University, Morocco), Laila Zamzami (NPG Laboratory, Cadi Ayyad University, Marrakesh, Morocco)and Elmahdi Lemrami (Economics and Public Policy Laboratory (LSPP), Ibn Tofail University, Kenitra, Morocco)
Copyright: 2025
Pages: 44
Source title:
AI Innovations for Customer Experience Optimization in the Service Sector
Source Author(s)/Editor(s): Mourad Aarabe (Sidi Mohamed Ben Abdellah University, Morocco), Nouhaila Ben Khizzou (Sidi Mohamed Ben Abdellah University, Morocco), Lhoussaine Alla (Sidi Mohamed Ben Abdellah University, Morocco)and Ahmed Benjelloun (Sidi Mohamed Ben Abdellah University, Morocco)
DOI: 10.4018/979-8-3373-0918-7.ch001
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Abstract
The integrated use of artificial intelligence (AI) is rapidly transforming the service industry and fundamentally reshaping the customer experience (CX) through automation, personalization, and predictive analytics. With global AI adoption projected to exceed $500 billion by 2025, service organizations are increasingly adopting AI-based solutions to enhance customer engagement and operational efficiency. Yet, the dynamic interplay between AI and CX remains under-researched, particularly with regard to ethical implications, trust drivers, and consumer preferences. To address this knowledge gap, this study employs a systematic literature review to develop an integrative heuristic model for understanding the impact of AI on CX. The results reveal that while AI improves service efficiency and personalization, its effectiveness depends on consumer trust, ethics, and industry-specific characteristics. The study provides a conceptual framework for assessing the role of AI in CX, highlighting both the opportunities and challenges associated with AI deployment in the service sector.
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