{"title":"AI-powered touch points in the customer journey: a systematic literature review and research agenda","authors":"Ai-Zhong He, Yu Zhang","doi":"10.1108/jrim-03-2022-0082","DOIUrl":null,"url":null,"abstract":"PurposeVarious consumer-facing artificial intelligence (AI) applications are used to interact with consumers at all purchase stages, and related research has sharply increased. This study aims to synthesize the literature related to consumer–AI interaction using the customer journey framework, identify the factors affecting AI's effectiveness in interactive marketing and offer an agenda for future research.Design/methodology/approachThis study undertakes a framework-based systematic review of 239 articles on AI in marketing from the consumer perspective published in peer-reviewed journals from 2007 to 2021.FindingsThis review identifies the roles of AI touch points and factors affecting the acceptance and effectiveness of consumer–AI interaction in each stage of the customer journey.Originality/valueThis study is the first to review the existing literature using a customer journey framework to identify the factors that influence customer interactions with AI touch points at each purchase stage and pave the way for future research.","PeriodicalId":47116,"journal":{"name":"Journal of Research in Interactive Marketing","volume":" ","pages":""},"PeriodicalIF":9.6000,"publicationDate":"2022-12-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"2","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Research in Interactive Marketing","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1108/jrim-03-2022-0082","RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 2
Abstract
PurposeVarious consumer-facing artificial intelligence (AI) applications are used to interact with consumers at all purchase stages, and related research has sharply increased. This study aims to synthesize the literature related to consumer–AI interaction using the customer journey framework, identify the factors affecting AI's effectiveness in interactive marketing and offer an agenda for future research.Design/methodology/approachThis study undertakes a framework-based systematic review of 239 articles on AI in marketing from the consumer perspective published in peer-reviewed journals from 2007 to 2021.FindingsThis review identifies the roles of AI touch points and factors affecting the acceptance and effectiveness of consumer–AI interaction in each stage of the customer journey.Originality/valueThis study is the first to review the existing literature using a customer journey framework to identify the factors that influence customer interactions with AI touch points at each purchase stage and pave the way for future research.
期刊介绍：
The mission of the Journal of Research in Interactive Marketing is to address substantive issues in interactive, relationship, electronic, direct and multi-channel marketing and marketing management.
ISSN: 2040-7122
eISSN: 2040-7122
With its origins in the discipline and practice of direct marketing, the Journal of Research in Interactive Marketing (JRIM) aims to publish progressive, innovative and rigorous scholarly research for marketing academics and practitioners.
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