AI-Enhanced Customer Journeys: A Framework for Dynamic Personalisation

Abstract

The shift in customer engagement practices in organisations, as the practice of mapping the customer journey is replaced by the dynamic one of personalisation through AI, is inherently a significant change in organisational practices. Existing autologous journey maps that are sufficient in defining foreseeable courses are becoming ineffective in describing the complexity of omnichannel behaviours and fast-changing consumer demands. Artificial intelligence as a key enabler is used to process large volumes of data that create detailed customer profiles, identify behavioural trends, predict needs, and enable real-time adjustments to take place in all touchpoints. Coherent, personalised experiences built through integrated intelligent chatbots, predictive intervention strategies, custom content delivery, and unified customer profiles react to individual cues instead of putting customers on set routes. Organisations that implement such capabilities record high customer engagement, conversion, retention, and lifetime customer value. The transition of this type would require not only technological implementation, but also organisational adjustment, change of measurement frameworks, and an overall change of the philosophy of experience management into strategy and proactive experience management, which is anticipatory rather than merely reactive to direct demands.