This whitepaper explains how AI can be applied across the entire customer journey—from marketing and sales to support and retention. It outlines the roles of generative AI, large language models, and agentic AI in delivering personalized, autonomous, and context-aware interactions. The document presents practical use cases such as conversational marketing, digital sales assistants, AI-driven support, and proactive engagement. It also addresses challenges including data quality, customer trust, and balancing automation with human interaction. By combining research insights with implementation guidance, the paper helps organizations design scalable, ethical, and high-impact AI-powered customer experiences.

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