The Impact of AI along the Customer Journey Mapping: How AI Agents are Changing Customer Journey

Vasileva Steliana ()
Additional contact information
Vasileva Steliana: D. A. Tsenov Academy of Economics, Svishtov, Bulgaria

Proceedings of the International Conference on Business Excellence, 2025, vol. 19, issue 1, 1088-1102

Abstract: Customer journey mapping is a strategic business tool that helps companies illustrate and comprehend their customer’ experiences as they interact with company’s brands across multiple touchpoints. The wide spread of digital channels, as well as the huge amount of customer data that is generated, makes it possible to improve customer journey mapping by using artificial intelligence and advanced analytics. Artificial intelligence-supplied customer journey can detect hidden patterns, foretell prospective consumer behaviors, and present personalized mediations. None of this would be possible if businesses have to rely solely on human analysts. Artificial intelligence agents, which adaptively perform arduous tasks by utilizing reasoning with minimal direct supervision, differ from generative AI systems (such as language models that answer specific questions and/or image generation), because they can perform a variety of actions while at the same time being reliable enough that, under certain circumstances, the customer can trust them enough to act effectively and autonomously on complex tasks on their behalf. As a result, businesses are constantly investing in artificial intelligence-based customer journey (mapping) to increase their competitive advantage. Despite the above mentioned, the academic literature about artificial intelligence (agents) and customer journey (mapping) remains insufficient. Existing research on the topic deal with specific artificial intelligence techniques, like natural language processing for sentiment analysis or computer vision for touchpoint tracking, or is limited to conceptual frameworks. The main objective of the paper is to explore artificial intelligence (agents) and their application during the customer journey and how this changes the journey for consumers.

Keywords: artificial intelligence (AI); AI agents; customer journey; customer journey mapping; agentic artificial intelligence; customer experience; consumer behavior (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
https://doi.org/10.2478/picbe-2025-0086 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:vrs:poicbe:v:19:y:2025:i:1:p:1088-1102:n:1014

DOI: 10.2478/picbe-2025-0086

Access Statistics for this article

Proceedings of the International Conference on Business Excellence is currently edited by Alina Mihaela Dima

More articles in Proceedings of the International Conference on Business Excellence from Sciendo
Bibliographic data for series maintained by Peter Golla ().