THE TRANSFORMATION IN CUSTOMER RELATIONSHIPS AND CO-CREATION OF VALUE WITH ARTIFICIAL INTELLIGENCE: A NARRATIVE REVIEW
DOI:
https://doi.org/10.48090/ciki.v%25vi%25i.1590Keywords:
Artificial Intelligence, Customer relationship, Co-creation valueAbstract
The aim of this article is to present the research scenario on the relationship between organizations and customers and the co-creation of value, mediated by artificial intelligence (AI). A narrative review was carried out using articles found in the Web of Science and Google Scholar databases. The research is classified as descriptive and uses a narrative review to analyze the studies surveyed. The results show that AI improves the customer experience and operational efficiency through rapid responses and personalization, facilitating the co-creation of value by integrating customer participation and driving innovation. In addition, this work points to various possibilities for future research.
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