Understanding Customer Responses to AI-Driven Personalized Journeys: Impacts on the Customer Experience

Within advertising, the customer journey concept helps explain how customer perceptions and behaviors evolve through seller–customer interactions. The concept has developed to reflect omni-channel marketing but neglects the emergence of algorithmically personalized advertisements. This study therefore explores impacts upon customer experiences of artificial intelligence (AI)-driven recommendations and personalized advertisements by analyzing customer perceptions of tensions between the personalization and customer empowerment inherent within AI-driven advertising. By combining semi-structured phenomenological interviews with Customer Journey Mapping, we capture experiences and behaviors across multiple…