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This is a Systematic Review study.

November 28, 2025Open Access

A PRISMA-Based Systematic Review on Optimizing Customer Experience through AI, AR, VR, and Big Data: The Case of H&M Online Platform

Key Points

Concurrent application of artificial intelligence, augmented reality, virtual reality, and big data improves customer engagement and personalization.
Findings indicate enhanced emotional involvement and operational efficiency lead to sustainable competitive advantage.
Evidence based on systematic review employing the PRISMA framework and grounded in resource-based and dynamic capabilities views.
Highlights the need for coordinated investment in technology and infrastructure to address ethical challenges in implementation.

Abstract

The rapid advancement of Artificial Intelligence (AI), Augmented Reality (AR), Virtual Reality (VR), and Big Data has significantly transformed customer engagement and value creation in the fashion retail industry. Despite growing interest, most existing studies have examined these technologies in isolation, lacking an integrated perspective on their combined potential within a single brand context. This study addresses this gap by systematically reviewing literature published between 2015 and 2025, focusing on the H&M online platform as a case study. The research employs the PRISMA 2020 framework to ensure transparency and replicability, and grounds the analysis in the Dynamic Capabilities View (DCV) and the Resource-Based View (RBV) theoretical frameworks, supplemented by the Digital Customer Experience model.The findings reveal that the concurrent application of AI, AR, VR, and Big Data across all stages of the customer journey, from prepurchase to post-purchase, enables deep personalization, enhanced emotional engagement, operational efficiency, and sustainable competitive advantage. The study further categorizes implementation challenges into technical, organizational, ethical, and infrastructural dimensions, offering strategic insights for overcoming these barriers. This research contributes to theory by integrating emerging technologies with established management perspectives, resulting in a transferable conceptual model for digital strategy design in fashion retail. Practically, it highlights the importance of coordinated investment in these four technologies, supported by robust infrastructures, skilled personnel, and clear ethical guidelines. Future research should incorporate primary data collection and comparative analyses across industries to validate and extend these findings.

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