Author(s): Rohit Bansal, Shweta Saini and Nishita Pruthi
The study aims to examine the present state of research related to artificial intelligence in customer engagement. The review is based on 20 articles published during 2019-2022 from the various databases. It follows a systematic approach for reviewing AI in CE literature and presents research contexts, antecedents, consequences, moderators, mediators and AI uses to engage customers. The synthesis draws upon various antecedents (AI quality, Time convenience, perceived ease of use, performance expectancy etc.) and its consequences (Unpaid brand endorsement, Purchase intention, Satisfaction, customer engagement etc. and mediators (parasocial interaction, customer engagement etc.,) and moderators (Customers emotional intelligence, customer ability readiness etc.,) and some research context and uses. To the best of the authors' understanding, this is the first attempt to provide a really thorough and collective body of literature on this topic. A wide future research agenda is also offered.