Impact of artificial intelligence applications on the effectiveness of personalized customer experience and after-sales service in Vietnamese enterprises

In the context of rapid digital transformation, artificial intelligence (AI) has emerged as a strategic tool for enhancing customer experience, particularly in the areas of personalization and after-sales service. This study examines the theoretical foundations of AI in marketing, evaluates the current state of AI adoption among Vietnamese enterprises, and investigates its impact on the effectiveness of personalized customer interactions and post-purchase support. The findings indicate that AI significantly improves customer satisfaction, increases retention rates, and optimizes operational costs. However, the implementation of AI continues to face substantial challenges related to data quality, technological infrastructure, and human resource capabilities. Based on these findings, the study proposes practical solutions to enhance the effective application of AI in Vietnamese businesses.