To read this content please select one of the options below:

Reinforcing customer journey through artificial intelligence: a review and research agenda

Jyoti Rana (Amity College of Commerce and Finance, Amity University, Noida, India)
Loveleen Gaur (Amity International Business School, Amity University, Noida, India)
Gurmeet Singh (School of Business and Management, The University of the South Pacific, Suva, Fiji)
Usama Awan (Industrial Engineering and Management, Lappeenranta-Lahti University of Technology, Lappeenranta, Finland) (Graduate School of Business, Duquesne University, Pittsburgh, Pennsylvania, USA) (Department of Commerce, Mount Allison University, Sackville, Canada)
Muhammad Imran Rasheed (Institute of Business Management and Administrative Sciences, The Islamia University of Bahawalpur Pakistan, Bahawalpur, Pakistan)

International Journal of Emerging Markets

ISSN: 1746-8809

Article publication date: 6 December 2021

Issue publication date: 4 July 2022




This study defines a three-angled research plan to intensify the knowledge and development undergoing in the retail sector. It proposes a theoretical framework of the customer journey to explain the customers' intent to adopt artificial intelligence (AI) and machine learning (ML) as a protective measure for interaction between the customer and the brand.


This study presents a research agenda from three-dimensional online search, ML and AI algorithms. This paper enhances the readers' understanding by reviewing the literature present in utilizing AI in the customer journey and presenting a theoretical framework.


Using AI tools like Chatbots, Recommenders, Virtual Assistance and Interactive Voice Recognition (IVR) helps create improved brand awareness, better customer relationships marketing and personalized product modification.


This study intends to identify a research plan based on investigating customer journey trends in today's changing times with AI incorporation. The research provides a novel model framework of the customer journey by directing customers into different stages and providing different touchpoints in each stage, all supported with AI and ML.



Funding: This research did not receive any specific grant from funding agencies in the public, commercial or not-for-profit sectors.

Conflict of interest: None.


Rana, J., Gaur, L., Singh, G., Awan, U. and Rasheed, M.I. (2022), "Reinforcing customer journey through artificial intelligence: a review and research agenda", International Journal of Emerging Markets, Vol. 17 No. 7, pp. 1738-1758.



Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

Related articles