Customer Experience Journey
How AI identifies, engages and wins over customers across every channel — powered by a single view of the customer that unifies identity, behaviour, transactions and consent.
Every stage below reads from — and writes back to — the same unified Customer 360 (identity graph, household, consent, lifetime value, segments). Without it, AI use cases stay siloed by channel.
Discover
Customer becomes aware — search, social, ads, word of mouth, out-of-home.
How AI helps · Understand intent from search queries; surface the right products and content to capture demand early.
- Onsite Search RelevanceModel
Learning-to-rank model improves relevance, synonyms and zero-result rescue.
Value£240KKPISearch conversion +18%High feasibilityGoalGrow RevenueData requiredWeb & App BehaviourProductSales - PDP Content GenerationAssistant
Generate localised, SEO-tuned product copy and alt text from PIM attributes and imagery.
Value£160KKPICopy throughput 10×High feasibilityGoalBoost ProductivityData requiredProductContent & MediaKnowledge
How AI helps · Predict which audiences and creatives convert; reallocate spend in real time.
- Channel Mix & Marketplace OptimiserModel
Optimise SKU listing, pricing and inventory split across owned and marketplace channels.
Value£240KKPIContribution margin +4%Medium feasibilityGoalImprove MarginData requiredChannelSalesPricingInventory - Marketing Campaign CopilotAssistant
Generate, A/B test and localise creative across channels with brand-safe guardrails.
Value£190KKPITime to campaign −60%High feasibilityGoalBoost ProductivityData requiredMarketingCustomerContent & Media
How AI helps · Plan media against unified audiences; measure incremental reach across screens.
How AI helps · Win the buy-box with smarter listings, pricing and reviews; watch competitors continuously.
- Competitor WatchtowerAgent
Daily intelligence on competitor pricing, assortment and promo with merch alerts.
Value£150KKPIPrice competitiveness +5ppHigh feasibilityGoalImprove MarginData requiredCompetitor & MarketPricingProduct - PDP Content GenerationAssistant
Generate localised, SEO-tuned product copy and alt text from PIM attributes and imagery.
Value£160KKPICopy throughput 10×High feasibilityGoalBoost ProductivityData requiredProductContent & MediaKnowledge
How AI helps · Attribute partner influence accurately; optimise commissions toward incremental revenue.
- PDP Content GenerationModel
Generate localised, SEO-tuned product copy and alt text from PIM attributes and imagery.
Value£160KKPICopy throughput 10×High feasibilityGoalBoost ProductivityData requiredProductContent & MediaKnowledge - Onsite Search RelevanceModel
Learning-to-rank model improves relevance, synonyms and zero-result rescue.
Value£240KKPISearch conversion +18%High feasibilityGoalGrow RevenueData requiredWeb & App BehaviourProductSales
Research
Customer evaluates — browses, compares, asks questions across channels.
How AI helps · Personalise the home, category and PDP for the individual; reduce time-to-find.
- Personalised Product RecommendationsModel
Real-time 1:1 recommendations across web, app and email driven by unified customer behaviour.
Value£850KKPIConversion +15%High feasibilityGoalGrow RevenueData requiredCustomerProductSalesWeb & App Behaviour - Onsite Search RelevanceModel
Learning-to-rank model improves relevance, synonyms and zero-result rescue.
Value£240KKPISearch conversion +18%High feasibilityGoalGrow RevenueData requiredWeb & App BehaviourProductSales
How AI helps · Tailor the app experience to recent behaviour; nudge with the right offer at the right moment.
- Personalised Product RecommendationsModel
Real-time 1:1 recommendations across web, app and email driven by unified customer behaviour.
Value£850KKPIConversion +15%High feasibilityGoalGrow RevenueData requiredCustomerProductSalesWeb & App Behaviour - Automated Image TaggingModel
Vision model enriches catalogue with colour, pattern, occasion and style attributes.
Value£110KKPIAttribute coverage 95%High feasibilityGoalBoost ProductivityData requiredProductContent & Media
How AI helps · Have a real conversation with the shopper; recommend, compare and answer with brand voice.
How AI helps · Assist agents with suggested replies and knowledge; resolve faster with better empathy.
How AI helps · Understand natural-language queries; return conversational answers, not keyword matches.
How AI helps · Summarise the wisdom of thousands of reviews; surface decision-critical pros and cons.
- Review Summarisation & InsightsModel
Cluster review themes, surface pros/cons on PDPs and feed signals back to merchandising.
Value£120KKPIPDP conversion +4%High feasibilityGoalElevate CXData requiredProductCustomerContent & Media - Voice of Customer Insight EngineModel
Unify reviews, surveys, chats and social into themed insights with owners and actions.
Value£140KKPICSAT +6ppHigh feasibilityGoalElevate CXData requiredServiceCustomerContent & Media
How AI helps · Equip associates with an AI product expert in their pocket for any aisle question.
- AI Shopping AssistantAssistant
Guided discovery, outfit building and gift finder powered by product knowledge graph.
Value£360KKPIAOV +11%High feasibilityGoalElevate CXData requiredProductCustomerContent & MediaWeb & App Behaviour - Review Summarisation & InsightsModel
Cluster review themes, surface pros/cons on PDPs and feed signals back to merchandising.
Value£120KKPIPDP conversion +4%High feasibilityGoalElevate CXData requiredProductCustomerContent & Media
Decide
Customer narrows choice — needs the right offer, price and proof at the right moment.
How AI helps · Rank products 1-to-1 from real behaviour and similar shoppers; lift basket size.
- Personalised Product RecommendationsModel
Real-time 1:1 recommendations across web, app and email driven by unified customer behaviour.
Value£850KKPIConversion +15%High feasibilityGoalGrow RevenueData requiredCustomerProductSalesWeb & App Behaviour - AI Cross-sell & Bundle BuilderModel
Compose dynamic bundles by basket affinity, margin and stock to lift AOV without eroding margin.
Value£210KKPIAOV +9%High feasibilityGoalGrow RevenueData requiredSalesProductPricingInventory
How AI helps · Decide the most valuable offer for this customer right now, not a mass discount.
How AI helps · Set the price the customer is most likely to convert at while protecting margin.
- Dynamic Pricing EngineModel
Price elasticity and competitor-aware repricing with guardrails for brand and margin.
Value£540KKPIGross margin +3.2ppMedium feasibilityGoalImprove MarginData requiredPricingSalesProductCompetitor & Market - Markdown OptimisationModel
Optimise depth and timing of markdowns to clear inventory while protecting margin.
Value£280KKPITerminal stock −18%Medium feasibilityGoalImprove MarginData requiredPricingInventorySalesPromotion - Promo Effectiveness OptimiserModel
Causal model isolates true promo uplift and recommends mechanic, depth and audience per offer.
Value£260KKPIPromo ROI +25%Medium feasibilityGoalImprove MarginData requiredPromotionSalesPricingCustomer
How AI helps · Generate personalised copy and subject lines per segment; send at the optimal moment.
How AI helps · Trigger a nudge the moment the model sees intent (cart, dwell, search exit).
How AI helps · Surface targeted, member-only offers tied to lifetime value and behaviour.
Buy
Customer purchases — online, in store, hybrid, or via marketplace.
How AI helps · Promise an accurate ETA, cross-sell relevant add-ons, and remove friction at the final step.
- Smart Order PromisingModel
Optimise ship-from-node and promised delivery date to balance cost, speed and CO₂.
Value£290KKPIFulfilment cost −8%Medium feasibilityGoalImprove MarginData requiredOrderInventoryLogisticsStore - AI Cross-sell & Bundle BuilderModel
Compose dynamic bundles by basket affinity, margin and stock to lift AOV without eroding margin.
Value£210KKPIAOV +9%High feasibilityGoalGrow RevenueData requiredSalesProductPricingInventory
How AI helps · Approve more good orders, block more bad ones, with real-time risk scoring.
How AI helps · Give associates customer context, recommended add-ons and quick clienteling at the till.
- Store Manager CoachAssistant
Daily AI briefing surfaces local actions — top opportunities, risks and recommended interventions.
Value£175KKPIMystery shop +8ppHigh feasibilityGoalElevate CXData requiredStoreSalesWorkforceCustomer - Computer Vision Store AuditsModel
Detect on-shelf availability, planogram compliance and queue lengths from camera feeds.
Value£220KKPIOSA +7ppLow feasibilityGoalElevate CXData requiredInventoryProductStoreAsset & IoT
How AI helps · Detect loss and basket anomalies with vision while keeping the experience fast.
How AI helps · Promise a reliable slot; stage orders ahead of arrival.
How AI helps · Promise inventory across channels; honour SLAs from the closest node.
Receive
Customer takes delivery or collects — expectations met or beaten.
How AI helps · Predict supply risk before it hits the customer; reroute proactively.
- Supplier Risk SensingModel
Continuous monitoring of supplier health, lead-time risk and ESG signals.
Value£250KKPIOTIF +5ppMedium feasibilityGoalMitigate RiskData requiredSupplierInventoryLogisticsCompetitor & Market - Smart Order PromisingModel
Optimise ship-from-node and promised delivery date to balance cost, speed and CO₂.
Value£290KKPIFulfilment cost −8%Medium feasibilityGoalImprove MarginData requiredOrderInventoryLogisticsStore
How AI helps · Send proactive, personalised status updates that reduce WISMO contacts.
How AI helps · Staff pickup windows to demand; avoid waits and frustration.
How AI helps · Send the right how-to content for the exact product purchased; raise activation.
How AI helps · Generate thoughtful follow-ups that feel human and brand-right.
Support
Customer uses the product — needs answers, fixes, advice, or to return it.
How AI helps · Resolve tier-1 questions in seconds with an agent that knows the customer and the order.
- Conversational Service AgentAgent
AI agent handles order, returns and product Qs end-to-end with human handoff.
Value£420KKPIContacts deflected 38%High feasibilityGoalReduce CostData requiredCustomerProductSalesOrderServiceKnowledge - Enterprise Knowledge SearchAssistant
Natural-language search across SOPs, policies and product docs with cited answers.
Value£135KKPISearch time −60%High feasibilityGoalBoost ProductivityData requiredKnowledgeEmployee
How AI helps · Route to the right agent; transcribe, summarise and capture VoC automatically.
- Intelligent Service RoutingModel
Predicts intent and value to route contacts to the right skill, channel or self-serve flow.
Value£155KKPIHandle time −22%High feasibilityGoalReduce CostData requiredServiceCustomerOrder - Voice of Customer Insight EngineModel
Unify reviews, surveys, chats and social into themed insights with owners and actions.
Value£140KKPICSAT +6ppHigh feasibilityGoalElevate CXData requiredServiceCustomerContent & Media
How AI helps · Triage, draft, and resolve email/messaging with human-in-the-loop.
How AI helps · Flag returns abuse; recommend exchange over refund where appropriate.
How AI helps · Read claim docs and policies; recommend resolution paths to humans.
How AI helps · Give associates a copilot for product, policy and customer history.
How AI helps · Adapt content, copy and journeys for accessibility needs by default.
Advocate
Customer comes back, refers, and grows lifetime value.
How AI helps · Move customers up tiers with the right offer, content and recognition.
How AI helps · Predict churn risk early; intervene with a save offer or human outreach.
How AI helps · Run an always-on agent that re-engages lapsed customers with personalised offers.
How AI helps · Close the loop between review sentiment and product / experience changes.
How AI helps · Identify the customers most likely to refer; target referral programmes precisely.
How AI helps · Mine community signals for unmet needs, new use cases and brand sentiment.
How AI helps · Predict when a customer needs the next order; convert one-off to lifetime.