THE ROLE OF AI POWERED PERSONALIZATION IN ENHANCING CUSTOMER EXPERIENCE: A CROSS INDUSTRY ANALYSIS

Chandra Hariandi; Ali  Asrori

doi:10.62207/v7s2bj50

Authors

Chandra Hariandi ASMI Citra Nusantara Banjarmasin, South Kalimantan, Indonesia Author
Ali Asrori ASMI Citra Nusantara Banjarmasin, South Kalimantan, Indonesia Author

DOI:

https://doi.org/10.62207/v7s2bj50

Keywords:

AI Personalization; Customer Experience; Cross-Industry; Artificial Intelligence; Marketing Strategy.

Abstract

Artificial intelligence (AI) has rapidly reshaped marketing, with over 74% of global marketers expected to adopt AI by 2025. Among its most transformative uses is AI-powered personalization, which can increase customer loyalty by 20% and retention by 19%. However, most studies remain limited to single industries, overlooking cross-sectoral differences in adoption, effectiveness, and customer expectations. This study analyzes how AI personalization influences customer experience across industries, identifies moderating contextual factors, and proposes best practices. Using a narrative review approach, literature from major databases (2015–2025) was examined through thematic synthesis and conceptual mapping. Findings show that AI personalization enhances emotional and behavioral responses and perceived effectiveness. Its impact, however, varies by sector—driven by differences in technology infrastructure, customer needs, and data regulations. AI personalization holds significant potential but requires context-sensitive implementation tailored to industry-specific challenges and expectations.

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