Artificial intelligence (AI)-driven services
Mai Thanh Thi Nguyen, Ying Chen, Thanh Huong Nguyen, Sara Shawky, Sara Quach, Park Thaichon · 2022
This chapter aims to give a brief introduction to how artificial intelligence (AI) is utilized to drive service. As an emerging technology, artificial intelligence has become a game-changer in many industries. In the service industry, it provides personalized service by tracking customers’ personal information and purchase behavior. Although previous studies focused on AI from different perspectives, the way of AI driving services is not clear. Thus, this chapter wants to fulfill the research gap. This chapter divided AI based on how it is utilized for service, including communication support, assistance for decision-making, and enhanced customer experience service. Examples and explanations were given for each type of AI. Based on the literature review, the authors also propose suggestions and guidelines for the future development of AI in the service industry. This chapter has both practical implications and theoretical implications. In practical view, this chapter gave marketers information and future development tips that may help them to create strategies focusing on AI. Besides, as a summary of the previous literature, scholars can get direct information from this chapter and also be inspired by it for their future research.