Understanding AI Personalization in the Consumer Journey
(A2025-130452)

AUTHORS

imabe ouazzani, ibn tofail; Johannes Hattemer, SBE Nova Business School; Philipp Brüggemann, FernUniversität in Hagen; Luis Martinez, Nova School of Business and Economics, Universidade Nova de Lisboa/NIF: PT501559094

ABSTRACT

In an increasingly digital world, artificial intelligence (AI) plays a central role in optimizing the customer journey (CJ) through the automation of processes, anticipating customer needs, and designing personalized experiences. This research explores the influence of personalized AI across the CJ and provides a framework that outlines the integration of AI in its various phases across the CJ. The framework is validated via expert interviews, offering insights into practical applications for businesses aiming to refine their AI strategies. The findings provide insights into the strategic use of AI to boost Customer Lifetime Value and strengthen competitiveness.