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@article{198867,
        author = {Samiksha Chhatru Darode and Nitin Prakash},
        title = {A study on the impact of artificial intelligence on customer service efficiency in retail firms at Aditya Birla Insurance, Nagpur},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {11},
        pages = {11862-11870},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=198867},
        abstract = {Artificial Intelligence (AI) has become a revolutionary element in the retail insurance industry that has radically changed the customer care operations and productivity. Organizations are increasingly using AI-powered technologies like chatbots, machine learning algorithms, and predictive analytics to improve service delivery and customer interactions in a more competitive and digitalized world. The main aim of the present research is to analyze how Artificial Intelligence will affect the efficiency of the customer service at Aditya Birla Insurance in Nagpur. The study takes a descriptive and analytical approach and relies on primary data gathered using structured questionnaires among the customers, secondary data in terms of scholarly literature and industry reports. The theories that form the basis of the study include the Technology Acceptance Model (TAM) and SERVQUAL framework that clarify the aspects of technology adoption and service quality. The data show that AI can enhance customer services: it is more efficient (less time to respond to the customer), more accurate, and can provide services day and night. Nevertheless, in some service contexts, there will be issues concerning absence of human interaction and trust. The authors find out that even though AI is useful in boosting operational efficiency, it needs to be integrated with human support systems to succeed in ensuring maximum customer satisfaction and service quality.},
        keywords = {Retail Insurance, Customer Satisfaction, Customer Service Efficiency, Automation, Artificial Intelligence.},
        month = {April},
        }