AI-Enabled Experience Orchestration: Coordinating Physical, Digital & Human Resources across Situational Customer Journeys

Purpose: The study creates AI-enabled experience orchestration (AIEO) to describe how service systems can orchestrate digital, physical and human resources as customer requirements vary through a journey. Design/methodology/approach: The study incorporates customer-journey, service-system, omni-channel and AIenabled service lenses. In a doctoral survey of 578 complete eligible herbal-cosmetics consumers, bounded phenomenon motivation has been administered instead of a test of AIEO; the survey did not include any AI measures. Findings: AIEO consists of situational sensing, matching of resources, sequencing and continuity journey. The relevance, coherence, confidence, reducing uncertainty and perceived control, subject to the complexity of journey, situational changeability, resource complementary features, readiness of AI and responsible governance theories these capabilities should function. Originality: The framework goes beyond channel connectivity and discrete points of contact with the AI system by imagining adaptive, journey-level coordination of heterogeneous services resources and keeping customer agency. Practical implications: Service managers ought to diagnose the existing customer need, activate the most appropriate resource, and maintain only authorized context and present meaningful override and human escalation.