This bachelor thesis investigates the transformative role of artificial intelligence (AI) in enhancing customer service within the realm of global companies, with a particular emphasis on its influence over social media engagement. The study thoroughly examines the dual nature of AI's impact, investigating both the positive and negative effects of AI-driven customer service systems. Through qualitative research methodologies, including thematic analysis and survey, the thesis analyzes interviews conducted with seasoned professionals across various multinational corporations. This research method provides a rich, in-depth understanding of AI’s capabilities in streamlining customer interactions, boosting operational efficiency, and offering highly personalized services.

The thesis delves into the ethical considerations and technical challenges that accompany the implementation of AI in customer service. It discusses the delicate balance between automation and human empathy, highlighting the importance of maintaining a human touch amidst the increasing reliance on AI technologies.

The extended findings underscore that while AI can significantly enhance the efficiency and personalization of customer service, it also introduces risks such as the erosion of human interaction and the amplification of data privacy concerns. The thesis also contemplates the future trajectory of AI in customer service, considering the potential for AI to revolutionize the field while also acknowledging the need for stringent ethical guidelines and robust data protection measures.

This comprehensive research contributes to the ongoing discourse on AI in customer service by providing actionable insights and strategic recommendations for companies contemplating the integration of AI into their customer service frameworks. It serves as a pivotal reference for understanding the multifaceted implications of AI in the dynamic landscape of global business and customer engagement.