Martinez, Luis Manuel da Silva Pereira FructuosoBrüggemann, PhilippHattemer, Johannes2025-07-292025-07-292025-01-242024-12-04http://hdl.handle.net/10362/185679In an increasingly digital world, artificial intelligence (AI) plays a central role in optimizing the customer journey (CJ) through the automation of processes, the anticipation of customer needs and the design of personalized experiences. This work project explores the influence of personalized AI across the CJ and provides a framework that outlines the integration of AI in its various phases. Validation of the framework is conducted via expert interviews, offering insights into practical applications for businesses aiming to refine their AI strategies. The findings provide insights into the strategic use of AI to boost Customer Lifetime Value and strengthen competitiveness.engArtificial intelligence (AI)Customer journey (CJ)Customer experience (CX)Customer engagement (CE)Customer lifetime value (CLV)Customer interactionPersonalizationMarketingMachine learning (ML)AI frameworkCompetitive advantagemaster thesis203959264