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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.

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The Human-Centered AI-DATA Model for Onsite Customer Journeys in E-Commerce

  • 会议论文

  • 发表日期：

    2025年

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  • Heidrun Mühle,
  • Simone Sandler,
  • Oliver Krauss,
  • Andreas Stöckl

摘要

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.