Mapping Research on Artificial Intelligence in Customer Experience: A Bibliometric Analysis

The purpose of this article is to conduct a comprehensive bibliometric analysis of research on artificial intelligence and customer experience. The study data was extracted from Scopus and Web of Science, focusing on articles published between 2010 and 2025. VOSviewer and Biblioshiny software were used to map the intellectual landscape of the interaction between artificial intelligence and customer experience, identifying growth in scientific output, geographical distribution and collaboration, influential publications, leading authors, word co-occurrence, leading journals, and thematic trends. The study reveals that research only began in 2017, then interest in this topic began to grow, but most publications date from 2025. Furthermore, the findings reveal that research is concentrated in a limited number of leading countries which are more advanced in terms of technological infrastructures. This field of research is gradually evolving towards greater specialization and increased use of AI to improve customer experience in terms of personalization, decision-making and automation of service.