Digital Transformation In Business - The Impact Of AI In Enhancing Customer Experience

Background: This study investigates how artificial intelligence (AI) enhances customer experience as part of digital business transformation. With businesses increasingly relying on AI for personalization and real-time engagement, this research seeks to understand AI's role in improving customer satisfaction, particularly in service areas like social media marketing and call centers. Materials and Methods: The research uses a secondary research approach, analyzing literature and reports from 2018 to 2024. Data was gathered from peer-reviewed articles, case studies, and industry reports, and thematic analysis was applied to identify the key impacts of AI on customer experience. Results: The findings reveal a positive correlation between AI and improved customer experience, with AI accounting for 26.4% of the variance. Key benefits include personalized services (22.9%) and better after-sale support (7%). AI has also reduced waiting times and improved real-time engagement, particularly in customer service. Conclusion: AI offers significant benefits for enhancing customer experience, but the challenges remain, including adoption barriers and privacy concerns. This study concludes that balancing technological advancements with ethical considerations is crucial for successful AI integration