Balancing Personalization, Privacy, and Value: A Systematic Literature Review of AI-Enabled Customer Experience Management

Artificial intelligence (AI) is transforming customer experience management (CXM) by enabling real-time, data-driven, and personalized interactions across digital touchpoints, including chatbots, voice assistants, generative AI, and immersive platforms. This study presents a PRISMA-based systematic literature review of 59 peer-reviewed studies published between 2021 and 2026, examining how AI-enabled personalization, privacy concerns, and customer value interact within AI-mediated customer experiences. Drawing on the Personalization–Privacy–Value (PPV) framework, the review synthesizes evidence on how AI-driven personalization enhances utilitarian, hedonic, experiential, relational, and emotional value, thereby strengthening satisfaction, engagement, loyalty, and behavioral intentions. At the same time, the findings reveal persistent tensions, as privacy concerns, perceived surveillance, algorithmic bias, and contextual moderators—including generational differences, cultural expectations, and technological literacy—frequently constrain value creation and erode trust. The review highlights that personalization benefits are highly contingent on transparency, perceived control, and ethical alignment, rather than personalization intensity alone. The study contributes by integrating ethical AI considerations into CXM research and clarifying conditions under which AI-enabled personalization leads to value creation versus value destruction. Managerially, the findings underscore the importance of ethical governance, transparent data practices, and customer-centered AI design to sustain trust and long-term customer relationships. Future research should prioritize longitudinal analyses of trust development, demographic heterogeneity, and cross-sector comparisons of AI governance as AI technologies become increasingly embedded in service ecosystems.