IDEAS home Printed from https://ideas.repec.org/a/bcp/journl/v9y2025issue-9p9528-9538.html

Advanced AI Chatbots for Enhanced Customer Interaction: A Comprehensive Review of Emerging Trends and Future Directions

Author

Listed:
  • Nurliyana Abas

    (Faculty of Business and Management, Universiti Teknologi MARA Cawangan Kedah, 08400 Merbok, Kedah, Malaysia)

  • Norafiza Mohd Hardi

    (Faculty of Business and Management, Universiti Teknologi MARA Cawangan Kedah, 08400 Merbok, Kedah, Malaysia)

  • Norfaizah Md. Nasir

    (Faculty of Business and Management, Universiti Teknologi MARA Cawangan Kedah, 08400 Merbok, Kedah, Malaysia)

Abstract

The increasing adoption of artificial intelligence (AI) in customer service has positioned advanced AI chatbots as pivotal tools for enhancing interaction, engagement, and satisfaction. However, despite their rapid deployment across industries such as e-commerce, banking, hospitality, and education, challenges related to technological limitations, user experience, data privacy, and ethical accountability continue to constrain their full potential. Addressing these gaps requires a comprehensive understanding of the scholarly landscape that links technological innovation with strategic implementation and human-centric design.The aim of this study is to review and synthesize the existing body of literature on advanced AI chatbots in customer interaction, with specific objectives to: (i) examine the breadth of scholarly contributions, (ii) construct a concept map to visualize the intellectual structure of the field, (iii) highlight contributions from key topic experts, and (iv) identify emerging themes that define future research directions. Methodologically, the study employed a structured review using Scopus AI, accessed on 25 September 2025. Boolean search strings captured publications at the intersection of AI chatbots, customer interaction, and automation. The findings were synthesized using analytical layers: summaries, concept maps, topic expert analysis and emerging theme identification. The results reveal consistent emphasis on personalization, efficiency, and customer engagement, alongside rising themes such as advanced natural language processing, empathetic AI, and chatbot adoption in educational contexts. Novel themes, particularly data privacy and ethical safeguards, indicate the field’s shift towards responsible and trust-oriented chatbot design. Theoretically, this review contributes by mapping the intellectual and thematic evolution of chatbot research, while practically, it offers insights into strategic solutions for businesses seeking to optimize chatbot adoption. The study concludes by highlighting limitations of existing research and outlining directions for future empirical inquiry into empathy, trust, and ethical AI in customer interaction.

Suggested Citation

  • Nurliyana Abas & Norafiza Mohd Hardi & Norfaizah Md. Nasir, 2025. "Advanced AI Chatbots for Enhanced Customer Interaction: A Comprehensive Review of Emerging Trends and Future Directions," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(9), pages 9528-9538, September.
    • Handle: RePEc:bcp:journl:v:9:y:2025:issue-9:p:9528-9538
    as

    Download full text from publisher

    File URL: https://www.rsisinternational.org/journals/ijriss/Digital-Library/volume-9-issue-9/9528-9538.pdf
    Download Restriction: no
    File URL: https://rsisinternational.org/journals/ijriss/articles/advanced-ai-chatbots-for-enhanced-customer-interaction-a-comprehensive-review-of-emerging-trends-and-future-directions/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Snyder, Hannah, 2019. "Literature review as a research methodology: An overview and guidelines," Journal of Business Research, Elsevier, vol. 104(C), pages 333-339.
    2. Zongwen Xia & Randall Shannon, 2025. "Navigating the Digital Frontier: Exploring the Dynamics of Customer–Brand Relationships Through AI Chatbots," Sustainability, MDPI, vol. 17(5), pages 1-25, March.
    3. Urbani, Roberto & Ferreira, Caitlin & Lam, Joey, 2024. "Managerial framework for evaluating AI chatbot integration: Bridging organizational readiness and technological challenges," Business Horizons, Elsevier, vol. 67(5), pages 595-606.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Amr S. Abdallah & Hala Amin & Mohammed Abdelghany & Ahmed A. Elamer, 2025. "Antecedents and consequences of intellectual capital: a systematic review, integrated framework, and agenda for future research," Management Review Quarterly, Springer, vol. 75(4), pages 3067-3118, December.
    2. Maryono, Maryono & Killoes, Aditya Marendra & Adhikari, Rajendra & Abdul Aziz, Ammar, 2024. "Agriculture development through multi-stakeholder partnerships in developing countries: A systematic literature review," Agricultural Systems, Elsevier, vol. 213(C).
    3. Ali Zackery & Joseph Amankwah-Amoah & Zahra Heidari Darani & Shiva Ghasemi, 2022. "COVID-19 Research in Business and Management: A Review and Future Research Agenda," Sustainability, MDPI, vol. 14(16), pages 1-32, August.
    4. Rao, Amar & Sharma, Gagan Deep & Tiwari, Aviral Kumar & Hossain, Mohammad Razib & Dev, Dhairya, 2025. "Crude oil Price forecasting: Leveraging machine learning for global economic stability," Technological Forecasting and Social Change, Elsevier, vol. 216(C).
    5. Eusebius Pantja Pramudya & Lukas Rumboko Wibowo & Fitri Nurfatriani & Iman Kasiman Nawireja & Dewi Ratna Kurniasari & Sakti Hutabarat & Yohanes Berenika Kadarusman & Ananda Oemi Iswardhani & Rukaiyah , 2022. "Incentives for Palm Oil Smallholders in Mandatory Certification in Indonesia," Land, MDPI, vol. 11(4), pages 1-28, April.
    6. Peter Schnell & Phillip Haag & Hans Christian Jünger, 2022. "Implementation of Digital Technologies in Construction Companies: Establishing a Holistic Process which Addresses Current Barriers," Businesses, MDPI, vol. 3(1), pages 1-18, December.
    7. Chen, Yanyan & Mandler, Timo & Meyer-Waarden, Lars, 2021. "Three decades of research on loyalty programs: A literature review and future research agenda," Journal of Business Research, Elsevier, vol. 124(C), pages 179-197.
    8. Fabio Magnacca & Riccardo Giannetti, 2024. "Management accounting and new product development: a systematic literature review and future research directions," Journal of Management & Governance, Springer;Accademia Italiana di Economia Aziendale (AIDEA), vol. 28(2), pages 651-685, June.
    9. Ruchi Arora & Meera Kapoor & Nidhi Singh & Muhammad Zafar Yaqub, 2025. "Green cryptocurrency and business strategies: Framework and insights from a stewardship literature review," Business Strategy and the Environment, Wiley Blackwell, vol. 34(1), pages 804-829, January.
    10. Hongxia Jin & Lu Lu & Haojun Fan, 2022. "Global Trends and Research Hotspots in Long COVID: A Bibliometric Analysis," IJERPH, MDPI, vol. 19(6), pages 1-14, March.
    11. Prince Donkor Ameyaw & Walter Timo de Vries, 2020. "Transparency of Land Administration and the Role of Blockchain Technology, a Four-Dimensional Framework Analysis from the Ghanaian Land Perspective," Land, MDPI, vol. 9(12), pages 1-25, December.
    12. Hanna Lehtimäki & Kristina Leppälä & Nuppu Mielonen & Ville‐Veikko Piispanen & Kaisa Henttonen & Subhanjan Sengupta & Ida Parkkinen & Olena Liakh, 2026. "Sustainable Innovation Framework: A Review of Organization, Strategic Management, and Entrepreneurship Literature," Sustainable Development, John Wiley & Sons, Ltd., vol. 34(S1), pages 34-64, January.
    13. Vicente Guerola-Navarro & Hermenegildo Gil-Gomez & Raul Oltra-Badenes & Pedro Soto-Acosta, 2024. "Customer relationship management and its impact on entrepreneurial marketing: a literature review," International Entrepreneurship and Management Journal, Springer, vol. 20(2), pages 507-547, June.
    14. Aleksandra Kuzior & Mariya Sira, 2025. "Sustainable Digital Economy Transformation Through Intelligent Automation: A Multi-Environmental Framework for Strategic Decision-Making," Sustainability, MDPI, vol. 17(17), pages 1-27, August.
    15. Amal Almansour & Reem Alotaibi & Hajar Alharbi, 2022. "Text-rating review discrepancy (TRRD): an integrative review and implications for research," Future Business Journal, Springer, vol. 8(1), pages 1-15, December.
    16. Pomerlyan, Evgeniya & Belitski, Maksim, 2023. "Integration - Growth relationship: A literature review and future research agenda using a TCCM approach," European Management Journal, Elsevier, vol. 41(6), pages 1106-1118.
    17. Sevasti Lamprou & Paraskevi (Evi) Dekoulou & George Kalliris, 2025. "The Critical Impact and Socio-Ethical Implications of AI on Content Generation Practices in Media Organizations," Societies, MDPI, vol. 15(8), pages 1-14, August.
    18. Tim Rademaker & Ingo Klingenberg & Stefan Süß, 2025. "Leadership and technostress: a systematic literature review," Management Review Quarterly, Springer, vol. 75(1), pages 429-494, February.
    19. Švarc, Jadranka & Dabić, Marina, 2021. "Transformative innovation policy or how to escape peripheral policy paradox in European research peripheral countries," Technology in Society, Elsevier, vol. 67(C).
    20. So, Hau Wing & Lafortezza, Raffaele, 2022. "Reviewing the impacts of eco-labelling of forest products on different dimensions of sustainability in Europe," Forest Policy and Economics, Elsevier, vol. 145(C).

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bcp:journl:v:9:y:2025:issue-9:p:9528-9538. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Dr. Pawan Verma (email available below). General contact details of provider: https://rsisinternational.org/journals/ijriss/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.