Who Manages Customer Relationships When AI Decides? A Systematic Review of Agentic AI and B2A2C Relationships

Albiansyah Albiansyah; Lies Hendrawan Krisnawati; Djumarno Djumarno

doi:10.61132/manuhara.v4i4.2871

Authors

Albiansyah Albiansyah STIE Bhakti Pembangunan
Lies Hendrawan Krisnawati STIE Bhakti Pembangunan
Djumarno Djumarno Universitas Mercu Buana

DOI:

https://doi.org/10.61132/manuhara.v4i4.2871

Keywords:

Agentic AI, Artificial Intelligence, B2A2C, Customer Relationship Management, Relationship Marketing

Abstract

The rapid emergence of agentic artificial intelligence (Agentic AI) has changed customer relationship management because autonomous agents are able to seek information, provide recommendations, negotiate, and make decisions on behalf of companies and consumers. However, research on Agentic AI, relational marketing, and Business-to-Agent-to-Customer (B2A2C) relationships is still spread across various disciplines and has not been systematically integrated from the perspective of marketing management. This study aims to analyze the development of Agentic AI and B2A2C relationships and explain changes in customer relationship management due to AI-based decision-making. This study uses Relationship Marketing Theory, Agency Theory, and customer relationship management as the basis of the analysis. The study applied a Systematic Literature Review (SLR) to the Scopus-indexed literature for the period 2010–2026. The PRISMA process began with 261,304 documents; 27 final articles were analyzed. The results of the study show a shift in marketing relationships from human-centered interactions to AI-mediated relationships through trust, delegation, autonomy, accountability, personalization, and relationship quality. The novelty of the research lies in the B2A2C Relationship Architecture as a conceptual framework for customer relationship management in the era of autonomous AI. This framework enriches the marketing management literature and provides a research agenda for organizations and academics.

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