AI as a Lever for Value Co-Creation in the Omnichannel Customer Experience: A Narrative Literature Review

Abstract

This article aims to conceptualize the role of artificial intelligence as a lever of value co-creation in the omnichannel customer experience by integrating the frameworks of experiential marketing, Service-Dominant Logic, and the DART model. It seeks to move beyond a purely technological view of AI in order to analyze its effects on relational and experiential dynamics between brands and consumers. The study is based on a narrative literature review, justified by the emerging and interdisciplinary nature of the topic, and relies on the conceptual analysis of 18 academic articles selected from several scholarly databases according to criteria of relevance, quality, and recency. The main theoretical conclusions show that AI acts as an orchestration mechanism of co-creation within omnichannel journeys, enabling continuous and distributed value production largely mediated by data and algorithms. The study also highlights that AI strengthens the dimensions of the DART model and transforms the customer experience into a socio-technical system of shared value creation, in which consumers become permanent co-producers of their own experience.

JEL Classification: M31

Paper type: Theoretical Research