Transforming Customer Experience through Artificial Intelligence: The Marketers’ Perspective

Purpose -The emergence of artificial intelligence (AI) created many opportunities for improving and enhancing customer experiences in the digital environment.The aim of this paper is to highlight the main areas of customer experience improvements and enhancements based on the application of artificial intelligence, from a marketers' perspective.Design/methodology/approach -A literature review was conducted to assess current scientific knowledge on the role of artificial intelligence in improving and enhancing customer experience of digital products and services.Furthermore, as part of exploratory research, in-depth interviews were conducted with marketing experts experienced in digital product/service management.