Abstract
In the past decade, ownership and usage of mobile devices has grown in a rapid manner, with users putting trust into these devices for online purchases. Corporations like Booking are reporting a higher number of interactions through mobile devices than on desktops, making these an important medium for online advertising and recommendations used by e-commerce applications. Coupled with the recent advances in artificial intelligence systems and machine learning algorithms, we aim to explore how these developments in the field affect the customer’s journey, taking into account the aforementioned trends, as well as the personal user data that these may require to provide proper results. In this manner, we conduct a systematic literature review, using a transparent and thorough process for searching and analysing the recent bibliography, over the last couple of years, focused on intelligent applications in the customer journey.
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This work has been co-financed by the European Union and Greek national funds through the Operational Program Competitiveness, Entrepreneurship and Innovation, under the call RESEARCH - CREATE - INNOVATE (project code: T2EDK-03843).
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Metsai, A.I. et al. (2022). Customer Journey: Applications of AI and Machine Learning in E-Commerce. In: Auer, M.E., Tsiatsos, T. (eds) New Realities, Mobile Systems and Applications. IMCL 2021. Lecture Notes in Networks and Systems, vol 411. Springer, Cham. https://doi.org/10.1007/978-3-030-96296-8_12
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