Evaluation of artificial intelligence's impact on customer service / Shakirah Mohd Saad

• Main Author: Mohd Saad, Shakirah
• Format: Book Section
• Language: English
• Published: Universiti Teknologi MARA, Kedah 2023
• Subjects: Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling; Consumer satisfaction
• Online Access: https://ir.uitm.edu.my/id/eprint/100842/1/100842.pdf; https://ir.uitm.edu.my/id/eprint/100842/

Artificial intelligence (AI) has altered customer service by providing creative ways to enhance effectiveness, personalisation, and overall customer experience. By addressing recent studies and research, this paper examined the function of AI in customer service to evaluate how dominant it is in providing exceptional service. To ensure its long-term viability, it is critical to identify its limitations, notwithstanding its growing significance in the contemporary corporate scene. AI should be appropriately built, maintained, and monitored as a tool. In the context of customer service, AI is defined as a technologically enabled system that assesses real-time service scenarios using data gathered from digital and/or physical sources to provide personalised recommendations, alternatives, and solutions to even the extremely complex customer questions or problems.