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

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.