EXPERIÊNCIA DO CONSUMIDOR E INTELIGÊNCIA ARTIFICIAL: UMA REVISÃO DA LITERATURA

Palavras-chave: Análise de Conteúdo, Consumo, Experiência, Inteligência artificial, Marketing

Resumo

A Experiência do Cliente, expressão traduzida do inglês Customer Experience – CX, vem sofrendo diversas influências, seja por novos métodos de relacionamento, comportamento de compra, fidelização de clientes, seja pelas mudanças que vêm ocorrendo no varejo. Neste contexto, a CX tem se tornado o principal desafio para estudos do marketing nos últimos anos. Para isso, este artigo investiga a visão geral a respeito das principais tecnologias de Inteligência Artificial (IA) que interferem na CX e nos desafios gerenciais por trás das novas práticas de consumo. Para alcançar o objetivo proposto, foi utilizada a metodologia de análise de conteúdo para possibilitar um direcionamento lógico e teórico visando contribuir com a literatura acadêmica a respeito da IA e da experiência do consumidor. Foi utilizada a string “customer experience” and “artificial intelligence” or “tecnology” and “omnichanel” and “marketing” and “online retail” para localizar artigos na base de dados Web of Science. O corpus inicial foi composto por 102 artigos, com amostragem final de 39 artigos. Os resultados mostram que os profissionais de marketing vem sendo cada vez mais impulsionados pelos avanços tecnológicos e isso auxilia no entendimento do processo de toda a jornada do cliente com a empresa.

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Publicado
2022-04-14
Seção
Artigos