Dutch Journal of Finance and Management

Dutch Journal of Finance and Management, 2026 - Volume 9 Issue 1, Article No: 40606
https://doi.org/10.55267/djfm/18558

Published Online: 15 May 2026

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Using an integrative review, this study provides a hypothetical-deductive approach of the effects of adopting AI tools on enhancing customer experience. The study was motivated by the observation that, in today’s competitive business environment, organizations often struggle to fully leverage AI technologies to understand and address customer needs, which can limit the effectiveness of customer experience strategies. To address this issue, this study employed an integrative review as a qualitative research method, structured around literature search, data extraction, and thematic analysis. From the analysis of relevant literature, findings suggest that the effective implementation of AI tools including chatbots, recommendation systems, and predictive analytics is closely linked with the personalization and efficiency of customer interactions. Proper integration of AI enables organizations to anticipate customer needs, optimize service processes, and foster stronger relationships. However, insufficient adoption or misalignment of AI strategies may hinder customer engagement and satisfaction. By examining the role of AI adoption in enhancing customer experience, this study sheds light on the mechanisms through which intelligent technologies bridge the gap between businesses and clients. Future research could employ exploratory empirical methods to develop a structured model that further elucidates how specific AI tools contribute to improved customer experiences across different industries.

Artificial Intelligence AI Tools Customer Experience Management Organizations

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