Artificial Intelligence and Big Data Analytics in Shaping Intelligent Customer Experience: A Theoretical Case Study of Amazon

Abstract

The increasing adoption of Artificial Intelligence and Big Data Analytics is transforming customer experience into a more intelligent, data-driven paradigm. This study develops a conceptual framework linking AI capabilities, big data analytics capabilities, and customer experience outcomes through the mediating role of Intelligent Customer Experience (ICX). Using a qualitative case study approach, the research examines Amazon to explore how these technologies enable personalized, predictive, and real-time customer interactions. The findings indicate that the integration of AI and big data significantly enhances customer satisfaction, engagement, and loyalty. The study contributes by advancing ICX as an emerging construct and by grounding the framework in the Resource-Based View and Dynamic Capabilities Theory. Practical implications highlight the importance of aligning technological capabilities with customer-centric strategies and ensuring responsible data governance.