International Journal of Science, Engineering and TechnologyAuthors: Associate Professor Megan Turner, Professor Kevin Bailey, Professor Jason Stewart, Chaitanya Srinivas, Sai Nishil
Abstract: Customer journey modeling has become a strategic priority for organizations seeking to enhance customer experiences, improve engagement, and optimize business performance in increasingly competitive digital environments. The emergence of Artificial Intelligence (AI) and Large Language Models (LLMs) has transformed traditional customer journey analysis by enabling intelligent prediction, contextual understanding, and personalized interaction across multiple customer touchpoints. This research explores next-generation customer journey modeling through AI and LLM architectures, emphasizing their ability to analyze structured and unstructured customer data, identify behavioral patterns, forecast customer intentions, and generate real-time recommendations that support proactive business decision-making. The study examines the integration of machine learning, natural language processing, predictive analytics, conversational AI, and generative AI within modern Customer Relationship Management (CRM) systems to create adaptive and customer-centric engagement strategies. Furthermore, it discusses the role of LLMs in interpreting customer conversations, sentiment analysis, intent recognition, personalized content generation, and intelligent customer support while improving operational efficiency and decision intelligence. The research also addresses critical challenges including data privacy, model transparency, ethical AI implementation, scalability, integration with enterprise systems, and governance frameworks required for responsible AI adoption. By combining predictive analytics with advanced language intelligence, organizations can optimize customer lifecycle management, increase customer satisfaction, improve marketing effectiveness, enhance customer retention, and achieve sustainable digital transformation. The study concludes that AI and Large Language Models represent a significant advancement in customer journey modeling, enabling intelligent, adaptive, and data-driven enterprise systems capable of delivering personalized customer experiences, optimizing business workflows, and strengthening long-term organizational competitiveness in the era of intelligent digital enterprises.
