TY - GEN
T1 - The Human-Centered AI-DATA Model for Onsite Customer Journeys in E-Commerce
AU - Mühle , Heidrun
AU - Sandler, Simone
AU - Krauss, Oliver
AU - Stöckl, Andreas
N1 - Publisher Copyright:
© The Author(s), under exclusive license to Springer Nature Switzerland AG 2025.
PY - 2025/4/25
Y1 - 2025/4/25
N2 - Trustworthiness in the design of AI software is crucial for acceptance and performance, particularly in complex socio-technical systems. The AI-DATA model, introduced by the funded 506 GEMINI project, addresses this need through a human-centered approach to Onsite Customer Journey Optimization in a case study of an online shop for nutritional supplements. This model combines systems thinking, process mining, and Large Language Models (LLMs) to enhance the Customer Journey in E-Commerce. By evaluating various prompt techniques, AI-generated marketing claims for onsite activation are tailored to a specific audience within specific phases of the AI-DATA model and utilized as triggers for interventions. This integrated methodology ensures optimization of the Onsite Customer Journey by providing relevant and trustworthy content at the right Moments of Truth in order to increase conversion rates, such as purchases, thereby fostering sustainably revenue growth.
AB - Trustworthiness in the design of AI software is crucial for acceptance and performance, particularly in complex socio-technical systems. The AI-DATA model, introduced by the funded 506 GEMINI project, addresses this need through a human-centered approach to Onsite Customer Journey Optimization in a case study of an online shop for nutritional supplements. This model combines systems thinking, process mining, and Large Language Models (LLMs) to enhance the Customer Journey in E-Commerce. By evaluating various prompt techniques, AI-generated marketing claims for onsite activation are tailored to a specific audience within specific phases of the AI-DATA model and utilized as triggers for interventions. This integrated methodology ensures optimization of the Onsite Customer Journey by providing relevant and trustworthy content at the right Moments of Truth in order to increase conversion rates, such as purchases, thereby fostering sustainably revenue growth.
KW - Behavioral Marketing
KW - Human-Centered Design
KW - Marketing Data Science
KW - Process Mining
KW - Systems Thinking
KW - Trustworthy AI
UR - http://www.scopus.com/inward/record.url?scp=105004252915&partnerID=8YFLogxK
U2 - 10.1007/978-3-031-82957-4_26
DO - 10.1007/978-3-031-82957-4_26
M3 - Conference contribution
SN - 9783031829598
VL - 15173
T3 - Lecture Notes in Computer Science
SP - 311
EP - 325
BT - Computer Aided Systems Theory – EUROCAST 2024 - 19th International Conference, 2024, Revised Selected Papers
A2 - Quesada-Arencibia, Alexis
A2 - Affenzeller, Michael
A2 - Moreno-Díaz, Roberto
ER -