TRENDS AND CHALLENGES RELATED TO THE USE OF AI IN PUBLIC SERVICES FROM A CUSTOMER PERSPECTIVE: A NARRATIVE SYSTEMATIC LITERATURE REVIEW

Purpose: The use of AI in public services is becoming increasingly common and brings many benefits. However, it is associated with various types of problems. One of them is social acceptance of services implemented with the participation of AI. Even the best technological solutions will not bring benefits if customers do not trust them or are unable to use them. The aim of the study is to identify factors that facilitate customer acceptance of public services implemented using AI and problems related to customer resistance to the use of AI technologies in these services. Design/methodology/approach: This article is based on a narrative systematic literature review. Out of the 173 articles qualified for the study, through the selection and filtering process, 9 research articles that met the inclusion and exclusion criteria were finally qualified for the in-depth analysis. In order to achieve the study objective, a mixed research review method and qualitative synthesis were used. Findings: Studies have shown that the acceptance of AI in public services depends on several key factors: trust in public institutions, transparency of AI services, privacy and data security, awareness of the usability and operation of AI, and the possibility of choosing service without AI. Acceptance of AI is higher in simple services and lower where individual approach and empathy are needed. Research limitations/implications: The scope of this review was limited to the Web of Science database. The study covers publications from 2015 to 2025 and does not include review articles, retracted materials, or editorials. Originality/value: This study, synthesizing different research perspectives, contributes to a better understanding of customer perceptions related to the use of AI in public services. The article identifies potential research gaps and directions for future research. It also proposes recommendations for public managers regarding the process of implementing artificial intelligence in public services.