Analyzing the Use of Artificial Intelligence and MachineLearning in Customer Support Systems

Abstract

In order to identify areas that need further research, this study will analyze how machine learning (ML) and artificial intelligence (AI) technologies are applied in various customer services. This is done by using a systematic review of literature procedure to examine publications on the application of AI and ML in customer service that have been posted on various academic websites. Numerous AI and ML approaches may be applied by businesses to improve customer support and assistance. The use of self-service technologies, integrated product-service offers, service excellence, and word-of-mouth marketing are some of these techniques. The study’s conclusion addresses the customer service knowledge gaps that it identified when reviewing the literature. The information provided by the current study on how Artificial Intelligence (AI) and Machine Learning (ML) technologies may be applied or properly used to improve customer service or may be fruitful to businesses. The findings of the study will provide theoretical and practical implication of AI and ML in customer support system to develop more effective and efficient strategies to the users and policy makers. Ultimately the findings of the study will help increase the degree of satisfaction of customer. Longitudinal studies should assess AI and ML’s long-term impact on customer support systems, balancing human-AI collaboration, developing transparent models, considering cross-cultural factors, and adopting a human-centric design approach. Keywords: Machine learning, Artificial intelligence, Customer support system.