Nghiên cứu về trí tuệ nhân tạo trong trải nghiệm khách hàng: một phân tích trắc lượng thư mục dựa trên cơ sở dữ liệu Scopus

Artificial intelligence (AI) is rapidly emerging as a transformative force, fundamentally reshaping customer experience by redefining how businesses engage with consumers across diverse digital and physical touchpoints. This evolution underscores the critical need for a comprehensive understanding of the current research landscape. Despite the burgeoning number of studies on AI within customer experience, a cohesive synthesis of existing trends, key developments, and thematic classifications remains elusive. This study addresses this gap by conducting a rigorous bibliometric analysis of the extant literature, aiming to delineate publication patterns, identify influential authors and journals, and map the thematic evolution within the intersection of artificial intelligence and customer experience.

Researchers and academics in artificial intelligence, marketing, and customer experience; business professionals and managers involved in customer strategy and digital transformation; and policymakers concerned with AI ethics and regulation.

This bibliometric analysis offers a comprehensive overview of artificial intelligence (AI) within customer experience, drawing insights from 2351 peer-reviewed articles published in the Scopus database between 2013 and 2025. The research highlights a significant annual growth rate of 21.55% in this field, indicating its escalating importance. Employing a robust thematic analysis, the study identifies four distinct research clusters: motor themes, which include decision-making, big data, Internet of Things, and machine learning; basic themes, encompassing chatbots, customer service, natural language processing, and the broader concept of customer experience; niche themes, covering specialized areas like smart robots and human-robot interaction; and emerging or declining themes such as computer science and cognition. The findings underscore AI's pivotal role in transforming customer journeys through automation, enhanced personalization, and improved decision support, all while striving to retain the crucial human element. However, the paper also critically examines persistent challenges, including system compatibility, algorithm reliability, ethical considerations, data privacy, and regulatory compliance. To foster the effective and sustainable integration of AI in customer experience, the study advocates for greater collaboration among businesses, researchers, and regulatory bodies. It further recommends conducting diverse experimental studies—both quantitative and qualitative—and emphasizes the importance of international cooperation and supporting emerging markets to facilitate the global expansion of AI in customer experience. This holistic approach is essential for navigating the complexities and maximizing the benefits of AI in this evolving domain.