The Caring Machine: Feeling AI for Customer Care

Customer care is important for its role in relationship building. This role has traditionally been performed by human customer agents; however, the emergence of interactive generative AI (GenAI) shows potential for using AI for customer care in emotionally charged interactions. Bridging practice and the academic literatures in marketing and computer science, this article develops an AI-enabled customer care journey, from accurate emotion recognition to empathetic response, emotional management support, and, finally, the establishment of an emotional connection. Marketing requirements for each of the stages are derived from in-depth interviews with top managers and a survey of chief marketing officers. By…

• MO
  Ministry of Science and Technology

  Awards: MOST 107-2410-H-002-115-MY3, MOST 110-2410-H-002-101-MY3
• NS
  National Science and Technology Council

  Award: NSTC 112-2410-H-002-048-MY3