Navigating the AI revolution in customer service: a bibliometric analysis

Purpose With companies’ increased adoption of artificial intelligence (AI)-empowered solutions, this study aims to understand the trends in the literature regarding AI in customer service, which is crucial for understanding and finding its long-term viability and future research directions. Design/methodology/approach This study adopted a thematic and bibliometric analysis of papers related to the AI revolution and customer service. A total of 804 documents published from 2000 to 2024 were included from the SCOPUS database for the study following the PRISMA framework. A bibliometrix package in R and VOS viewer software was used to conduct a comprehensive analysis. Findings The significant findings highlight a meteoric rise in publications related to the integration of AI in customer service, realizing the potential for explosive growth in AI-powered customer service that would redefine customer experience. Research limitations/implications Because the database included was only from Scopus and not any other databases such as PubMed or Web of Science, the authors do not claim the list to be exhaustive. Practical implications The implications of this study will help policymakers, marketers and researchers comprehend the influence of AI on customer service and consequently anticipate and recommend new options that will enhance overall customer value, service and experience. Originality/value To the best of the authors’ knowledge, this study is the first to exhaustively review the SCOPUS database and use bibliometric and thematic analysis of the existing literature on AI and customer service. Contributing to the theory and academic understanding, this study provides a robust foundation for exploring and developing innovative AI-driven service frameworks.