DIRECTIONS OF ARTIFICIAL INTELLIGENCE APPLICATION IN CUSTOMER EXPERIENCE MANAGEMENT

Abstract

The article explores the directions of artificial intelligence application in customer experience management. It reveals the essence of customer experience, its role as a source of competitive advantage, and the key factors shaping it in the context of digital transformation. Customer experience is a set of cognitive, emotional, sensory, and behavioral responses formed by consumers at all stages of interaction with a company. This experience encompasses all touchpoints (from the first encounter to post-purchase support) – both those controlled by the company and those arising beyond its direct influence – and has a multidimensional nature. Customer experience management represents a purposeful and continuous process of implementing a set of measures aimed at studying and improving customer experience in order to establish and develop long-term partnerships with the company. The directions of AI tool application have been analyzed, in particular personalization, consumer behavior prediction, and automated communication. A generalized model of AI integration into the customer experience management system has been developed. articular attention is given to the strategic integration of AI as a holistic, long-term process of transforming customer interactions that encompasses all touchpoints and stages of the customer journey. This means also that data from various channels are collected, synchronized, and centrally analyzed, which enables the formation of an integrated customer experience management system. Examples of AI tool integration in both  international and Ukrainian practices are examined. The main integration challenges are identified, including technical, ethical, and social aspects. It is concluded that AI possesses significant potential for enhancing the effectiveness of marketing management, provided it is implemented responsibly and comprehensively.