The Role of AI in Omnichannel Retail: Coordinating Online and Offline Customer Experiences

Abstract

This article examines how artificial intelligence (AI) contributes to coordinating online and offline customer experiences in omnichannel retail. It addresses the question of whether and how AI enabled tools help retailers deliver seamless journeys across physical and digital touchpoints. Using a systematic literature review of peer reviewed studies published between 2017 and 2022, the study synthesizes evidence on AI applications that support personalization, context aware interaction, and data driven decision making in omnichannel settings. The results show that AI primarily operates through two layers: front stage applications that tailor content and service across channels, and back stage analytics that integrate data to support forecasting, inventory, and logistics decisions. The article discusses these findings by organizing the literature into themes of omnichannel integration, technology enabled in store experiences, AI driven personalization, and data and governance capabilities. It concludes that AI has significant potential to strengthen omnichannel coordination, but its benefits are contingent on integration quality, strategic alignment with customer centric goals, and robust data governance.