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Purpose 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. Design/methodology/approach 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. Findings 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. Originality/value 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.
Rana et al. (Fri,) studied this question.