Beyond Personalization: How Artificial Intelligence Transforms Customer Experience and Customer Trust through Behavioral Analytics

Artificial intelligence is changing customer relationships by making personalization more dynamic and increasingly dependent on behavioral data. This review examines how artificial intelligence, behavioral analytics, conversational systems, service robots, generative AI, and predictive models are affecting customer experience and trust. Forty studies published between ۲۰۲۴ and ۲۰۲۶ are reviewed across e-commerce, tourism, hospitality, financial services, telecommunications, social media, and digital marketing. The findings indicate that behavioral analytics allows firms to respond to changing customer situations rather than relying only on fixed profiles or past purchases. This can improve relevance, convenience, engagement, and satisfaction. At the same time, extensive behavioral tracking can raise concerns about privacy, surveillance, loss of control, and inappropriate personalization. Trust therefore depends not only on the accuracy of AI outputs but also on transparency, reliability, perceived intentions, and the way personal data are handled. The review argues that the central issue is no longer simply how much personalization AI can provide, but how far personalization can go without weakening customer autonomy and trust. Future research should examine long-term interactions, service failures, cultural differences, and appropriate levels of human involvement.

کلیدواژه ها:

Artificial Intelligence ، Behavioral Analytics ، Customer Experience ، Customer Trust ، Personalization ، Conversational AI ، Generative AI ، Consumer Privacy