Using artificial intelligence (AI) to enhance customer experience and to develop strategic marketing: An integrative synthesis

IF 9 1区心理学 Q1 PSYCHOLOGY, EXPERIMENTAL

Computers in Human Behavior Pub Date : 2025-04-30 DOI:10.1016/j.chb.2025.108684

Jean-Michel Sahut , Michel Laroche

{"title":"Using artificial intelligence (AI) to enhance customer experience and to develop strategic marketing: An integrative synthesis","authors":"Jean-Michel Sahut , Michel Laroche","doi":"10.1016/j.chb.2025.108684","DOIUrl":null,"url":null,"abstract":"<div><div>Artificial intelligence (AI) has emerged as a transformative force in both customer service and strategic marketing, enabling highly personalized interactions, innovative service recovery mechanisms, and dynamic communication strategies. This article synthesizes eleven empirically grounded studies that examine the multifaceted applications of AI across diverse settings, including service recovery, personalization, disclosure, authenticity, parasocial interactions, and chatbot implementations. By drawing on these contributions, this article proposes an integrative framework that elucidates the mechanisms by which AI shapes consumer behavior, addresses the balance between technological efficiency and human-like engagement, and confronts challenges associated with transparency, trust, and ethics. The findings advance theoretical understanding and offer practical recommendations to companies seeking to leverage AI as a strategic marketing tool. Future research directions and methodological challenges are discussed in depth.</div></div>","PeriodicalId":48471,"journal":{"name":"Computers in Human Behavior","volume":"170 ","pages":"Article 108684"},"PeriodicalIF":9.0000,"publicationDate":"2025-04-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Computers in Human Behavior","FirstCategoryId":"102","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S0747563225001311","RegionNum":1,"RegionCategory":"心理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"PSYCHOLOGY, EXPERIMENTAL","Score":null,"Total":0}

引用次数: 0

Abstract

Artificial intelligence (AI) has emerged as a transformative force in both customer service and strategic marketing, enabling highly personalized interactions, innovative service recovery mechanisms, and dynamic communication strategies. This article synthesizes eleven empirically grounded studies that examine the multifaceted applications of AI across diverse settings, including service recovery, personalization, disclosure, authenticity, parasocial interactions, and chatbot implementations. By drawing on these contributions, this article proposes an integrative framework that elucidates the mechanisms by which AI shapes consumer behavior, addresses the balance between technological efficiency and human-like engagement, and confronts challenges associated with transparency, trust, and ethics. The findings advance theoretical understanding and offer practical recommendations to companies seeking to leverage AI as a strategic marketing tool. Future research directions and methodological challenges are discussed in depth.

查看原文本刊更多论文

利用人工智能（AI）提高客户体验和发展战略营销：综合综合

人工智能（AI）已经成为客户服务和战略营销领域的变革力量，实现了高度个性化的互动、创新的服务恢复机制和动态沟通策略。本文综合了11项基于经验的研究，这些研究考察了人工智能在不同环境中的多方面应用，包括服务恢复、个性化、披露、真实性、副社会互动和聊天机器人实现。通过借鉴这些贡献，本文提出了一个综合框架，阐明了人工智能塑造消费者行为的机制，解决了技术效率和人类参与之间的平衡，并应对了与透明度、信任和道德相关的挑战。研究结果促进了理论理解，并为寻求利用人工智能作为战略营销工具的公司提供了实用建议。对未来的研究方向和方法挑战进行了深入讨论。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文求助全文

来源期刊

Computers in Human Behavior Multiple-

CiteScore

19.10

自引率

4.00%

发文量

381

审稿时长

40 days

期刊介绍： Computers in Human Behavior is a scholarly journal that explores the psychological aspects of computer use. It covers original theoretical works, research reports, literature reviews, and software and book reviews. The journal examines both the use of computers in psychology, psychiatry, and related fields, and the psychological impact of computer use on individuals, groups, and society. Articles discuss topics such as professional practice, training, research, human development, learning, cognition, personality, and social interactions. It focuses on human interactions with computers, considering the computer as a medium through which human behaviors are shaped and expressed. Professionals interested in the psychological aspects of computer use will find this journal valuable, even with limited knowledge of computers.