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Building upon Rossi-Lamastra, Haefliger, "Phenomenon-based research strategies" an empirical investigation of Artificial Intelligence (AI) implementations within the sphere of customer lifecycle was conducted. Thus, the goal of this book is further AI research on its embryonic state to prepare a basis for the growth stage that will follow. To do so, well-established companies in several industries with active AI implementations were examined, resulting in the development of the AI-CX framework for analyzing Artificial Intelligence within the 6 phases of the customer lifecycle: need, awareness, interaction, purchase, engagement and advocacy.

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Fazio, Marco
Born in a Sicilian family involved in the wine business and raised in a multicultural environment, I have never stopped seeking solutions for a world of business uncertainties. Currently working for Adidas within digital, I seek to discover consumer needs through technology.

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