Factors Affecting Artificial Intelligence for the Customer Support Systems in the Online Retail Sector Organizations: A Review Approach

Abstract

Artificial Intelligence in the online retail sector is not a new phenomenon. However. During and after the Covid-19 pandemic, along with the dependency on online shopping, integration of Artificial Intelligence for the customer support services has also increased. Based on the diffusion of innovation theory, this article has reviewed literature witnessing the factors affecting the Artificial Intelligence for the customer support services in the online retail sector organizations. It is found that, the integration of Artificial Intelligence for the customer support services is widely based on the features including relative advantage, transparency, and value creation. These services are accompanied by chatbots and Natural Language Processing (NLP) systems that add more value to the presence of Artificial Intelligence for the customer support purposes. Notably, these services are accompanied by problem-solving, quick response to the customers’ queries, and providing them with the most suitable solutions. Consequently, the online retail sector organizations are widely preferring aligning their customer support systems with the Artificial Intelligence technology to attain customer satisfaction and loyalty in a best possible manner. The article concludes that Artificial Intelligence (AI) is transforming the customer support experience in the online retail sector and is crucial for businesses looking to stay ahead in a highly competitive market. Finally, the study limitations and recommendations for the future research are discussed