The Artificial Intelligence enabled customer experience in tourism: a systematic literature review

Research output: Contribution to journalArticlepeer-review

2 Citations (Scopus)
33 Downloads (Pure)


Purpose: The increased utilization of artificial intelligence-enabled applications (AI-ETs) across the customer journey has transformed customer experience (CX), introducing entirely new forms of the concept. This paper aims to explore existing academic research on the AI-enabled customer experience (AICX), identifying gaps in literature and opportunities for future research in this domain. Design/methodology/approach: A systematic literature review (SLR) was conducted in March 2022. Using 16 different keyword combinations, literature search was carried across five databases, where 98 articles were included and analysed. Descriptive analysis that made use of the Theory, Characteristics, Context, Methods (TCCM) framework was followed by content analysis. Findings: This study provides an overview of available literature on the AICX, develops a typology for classifying the identified AI-ETs, identifies gaps in literature and puts forward opportunities for future research under five key emerging themes: definition and dynamics; implementation; outcomes and measurement; consumer perspectives; and contextual lenses. Originality/value: This study establishes a fresh perspective on the interplay between AI and CX, introducing the AICX as a novel form of the experience construct. It also presents the AI-ETs as an integrated and holistic unit capturing the full range of AI technologies. Remarkably, it represents a pioneering review exclusively concentrating on the customer-facing dimension of AI applications.

Original languageEnglish
Number of pages38
JournalTourism Review
Early online date28 Nov 2023
Publication statusE-pub ahead of print - 28 Nov 2023


  • customer experience
  • Artificial Intelligence (AI)
  • AI-enabled customer experience
  • AI-enabled technologies
  • tourism
  • systematic review


Dive into the research topics of 'The Artificial Intelligence enabled customer experience in tourism: a systematic literature review'. Together they form a unique fingerprint.

Cite this