Evolusi Interaksi Karyawan-Pelanggan di Era Artificial Intelligence: Systematic Literature Review tentang Integrasi Manajemen Sumber Daya Manusia dan Pemasaran

Abstrak

This study aims to analyze the evolution of employee roles in service interfaces when working alongside artificial intelligence (AI) and to examine the impact of human–AI synergy on marketing indicators, particularly customer satisfaction and loyalty. A Systematic Literature Review (SLR) approach was employed, following the PRISMA protocol to ensure a transparent and systematic identification, screening, and selection of relevant studies. The review reveals a significant paradigm shift from AI replacement, which focuses on automating routine tasks, toward AI augmentation, where AI supports and enhances human capabilities in decision-making, communication, and service delivery. The findings indicate that human–AI collaboration in Human Resource Management (HRM) contributes to improved employee competence, innovation, and service performance by fostering metacognitive strategies, trust, and adaptive learning. Furthermore, AI-driven support systems enable organizations to provide more personalized and responsive customer experiences. However, the adoption of AI also presents challenges, including algorithmic bias, ethical concerns, and issues related to transparency and accountability. This study confirms that customer-centric digital marketing strategies cannot rely solely on technology but require effective integration between human intelligence and AI capabilities. Such synergy is essential for achieving sustainable service excellence, enhancing customer satisfaction, and strengthening long-term customer loyalty.

Identifier

• OpenAlex: https://openalex.org/W7164661330
• DOI: https://doi.org/10.30640/trending.v4i2.6553