This chapter addresses the role of artificial intelligence (AI) in the customer journey with focus on the customer experience and the smart product industry. The study, through a literature review and interviews with industry experts from the fields of IT and marketing, analyses current use, future optimisation, and the challenges and limitations of AI. The customer experience (CX), vital in the customer journey, plays a significant role in repurchase likelihood, a higher Net Promoter Score (NPS), and customers willingness to pay more. The rise of smart products, providing consumers with enhanced functionalities and personalised user experiences additionally makes it possible for companies to ensure more enhanced targeted and controlled customer interaction. This study contributes to current research and provides a clear framework for further analysis and practical recommendations on the implementation of AI in enhancement of the customer journey and CX.