Integration of Artificial Intelligence and Big Data Analytics in Customer-Centric Organizations

Abstract

This study investigates the critical integration of Artificial Intelligence (AI) and big data analytics within customer-centric organizations. It addresses a significant implementation gap where only 23% of organizations successfully deploy these technologies despite 78% recognizing their importance. In order to develop and validate a comprehensive framework that synthesizes four contemporary theories—Intelligent Experience Theory, AI-Driven Organization Theory, Big Data Value Creation Theory, and Digital Customer Centricity Theory—this research employs a mixed-method approach that combines empirical validation across 250 organizations with a systematic literature review of 150 sources (2015–2024). The study shows significant gains in key performance indicators, such as a 56% rise in customer lifetime value, a 47% increase in customer retention, and a 42% improvement in operational efficiency. By striking a balance between technological sophistication and human-centered design principles, the research advances theory through its integrated framework and offers practical value through comprehensive implementation guidance. The results address important issues with data privacy, ethical considerations, and organizational readiness while offering businesses a verified road map for a successful digital transition.