Leveraging AI to Optimize Customer Experience

Introduction: To act towards the sole objective of attracting customers, a firm must enhance customer service, customer immersive experience, and personalization. In the era of AI and algorithms, customer relationship and communication management have become increasingly interesting and important. Objectives: The present study aims to explore the impact of AI integration on customer experience. Artificial intelligence's impact on enhancing customer service is brought about by the use of chatbots and virtual agents, creating immersive experiences with the help of AR and VR, and improving personalization with AI and machine learning algorithms. To optimize customer experience, the study broadly focuses on three areas of customer service improvement: customer immersive experience and personalization enhancement. Methods: The methodology used is conducting semi-structured interviews of people from academia and industry, and also viewing relevant literature in the area of AI-driven customer experience, customer service enhancement, and immersive experience. Results: As the study also considered several case examples both from global as well as Indian perspectives and brought out the challenges and benefits of using different tools of AI to enhance customer experience, the conclusion drawn from this study is that utilization of AI in the field of marketing is impacting the customer experience but at the same time organizations should strike a balance between the use of technology and maintaining the human contact with the customers. Conclusions: The study provided insights for future researchers and companies to understand the pros and cons of AI applications in enhancing customer experience.