A framework for AI-driven value co-creation across customer journey stages

The integration of Artificial Intelligence (AI) is transforming how firms and customers co-create value across the customer journey, enabling innovative, personalized, and relationship-driven interactions. This paper introduces a conceptual framework that extends the traditional customer journey model through AI-driven value co-creation (VCC) across the pre-purchase, purchase, and post-purchase stages. The framework distinguishes traditional journey from AI-enhanced co-creation by classifying AI functionalities into mechanical, thinking, and feeling dimensions, each linked to functional, emotional, and social value. Drawing on service marketing, consumer behaviour, and contemporary theories such as anthropomorphism, psychological ownership, and Theory of Mind, this study offers a robust perspective on AI’s role in VCC. Mechanical AI enhances efficiency and functional value, thinking AI enables adaptive emotional engagement, and feeling AI fosters social connection through humanlike traits. This integrated approach addresses key research gaps and provides actionable insights for leveraging AI to create meaningful, customer-centric value.