AI applications to customer feedback research: A review

Lee Peter, Ishita Chakraborty, Shrabastee Banerjee

Research output: Chapter in Book/Report/Conference proceedingChapterScientificpeer-review


In this paper, we aim to provide a comprehensive overview of customer feedback literature, highlighting the burgeoning role of AI. Customer feedback has long been a valuable source of customer insights for businesses and market researchers. While previously survey focused, customer feedback in the digital age has evolved to be rich, interactive, multi-modal and virtually real-time. Such explosion in feedback content has also been accompanied by a rapid development of artificial intelligence and machine learning technologies that enable firms to understand and take advantage of these high-velocity data sources. Yet, some of the challenges with traditional surveys remain, such as self-selection concerns of who chooses to participate and what attributes they give feedback on. In addition, these new feedback channels face other unique challenges like review manipulation and herding effects due to their public and democratic nature. Thus, while the AI toolkit has revolutionized the area of customer feedback, extracting meaningful insights requires complementing it with the appropriate social science toolkit. We begin by touching upon conventional customer feedback research and chart its evolution through the years as the nature of available data and analysis tools develop. We conclude by providing recommendations for future questions that remain to be explored in this field.
Original languageEnglish
Title of host publicationArtificial Intelligence in Marketing
EditorsK. Sudhir, O. Toubia
PublisherEmerald Publishing
Publication statusAccepted/In press - Jun 2022

Publication series

NameReview of Marketing Research


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