A Systematic Review of Artificial Intelligence and Big Data for the Analysis and Interpretation of Customer Reviews
Mounir Karmoudi, Lahbib Khrissi, Lobna El Harrouchi, Nabil El Akkad · 2025
Customer experience is a key component of initiatives in today's business environment. For this, businesses analyzing and understanding consumer feedback is very essential. Big Data and artificial intelligence (AI) are reshaping the way that consumer input is analyzed and interpreted, giving businesses previously unheard-of chances to make extensive use of this data. Businesses can now automatically extract insightful information from massive amounts of client data, with developments in artificial intelligence and NLP. This makes it easier for them to spot trends, anticipate market needs, and assess customer satisfaction with more accuracy. A BrightLocal (2022) survey found that 98% of clients read online reviews before choosing a service or product, demonstrating the increasing impact of consumer feedback on purchasing decisions. This research is based on the analysis of articles published between 2018 and 2025, since it has been shown in several studies that the use and growth of customer review analysis systems only significantly increased and accelerated starting in 2018. Moreover, this document discusses the essential elements of customer review analysis, such as data analysis methods, how customer reviews affect consumer behavior, and Big Data's role in business plans. It also examines the global impact of customer reviews, real-world case studies, and recommendation system algorithms. Lastly, it discusses a number of issues that affect the reliability and accuracy of customer review analysis. By addressing these issues, this paper provides a thorough understanding of customer reviews, and it investigates how Big Data and artificial intelligence aid in their interpretation and analysis, ultimately improving user experience and decision-making.