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Integrating AI and Metaverse in Value Creation of Customer Experience: A Systematic Review and Future Research Agenda
Singh, P. Jayawardena, Nirma
Singh, P.
Jayawardena, Nirma
Publication Date
2025-12-30
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© 2025 Emerald. This author accepted manuscript is deposited under a Creative Commons CC-BY-NC licence (https://creativecommons.org/licenses/by-nc/4.0). This means that anyone may distribute, adapt, and build upon the work for non-commercial purposes, subject to full attribution. If you wish to use this manuscript for commercial purposes, please contact permissions@emerald.com.
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Open Access status
openAccess
Accepted for publication
2025-11-24
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Abstract
Purpose - The study aims to contribute to the body of knowledge by characterising the integration of AI and the metaverse from the perspective of the TCCM and ESG frameworks, focusing on their role in value creation for customer experience.
Design/methodology/approach- This study employed a systematic literature review method based on the PRISMA 2020 protocol, and 42 articles were selected as the final sample size related to the AI and metaverse literature. Further, the TCCM and ESG frameworks were used to present the theoretical perspectives.
Findings- This study found that little investigation has been performed in the context of how AI and the metaverse contribute to the value creation of customer experience. The environmental, social, and governance perspectives have been discovered, which further confirms the need for employing innovative immersive technology for social and environmental sustainability. Prior studies were centred on either AI or the metaverse and were primarily related to general themes rather than E-Commerce Customer Experience. China (eight studies) was the leading country that performed research related to this domain, followed by other countries such as Singapore (four studies), India (three studies), South Korea (three studies), and the United Kingdom (three studies), etc.
Originality/value – The present study contributes to the existing body of knowledge by shedding light on integrating AI and the metaverse, considering the perspectives of the TCCM and ESG frameworks to investigate the value creation of customer experience by enriching the knowledge economy.
Research limitations/implications– The present study extends theoretical knowledge in the extant literature on AI and the metaverse. This can further support scholars and researchers in their academic and research initiatives in the context of their respective studies. This study is based on a systematic literature review approach and employed solely the Web of Science electronic database. Future research must study and design concepts considering scenarios of what would happen if AI and the metaverse were implemented in diverse industries and contextual settings.
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Accepted manuscript
Citation
Singh P, Jayawardena N (2025) Integrating AI and Metaverse in Value Creation of Customer Experience: A Systematic Review and Future Research Agenda. VINE journal of information and knowledge management systems. 1-34.
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Article