Sarcouncil Journal of Multidisciplinary

Abstract: Modern digital ecosystems have transformed how customers interact with businesses, creating complex multi-channel experiences that traditional analytics struggle to understand. Digital Experience Analytics (DXA) represents a transformative approach that uses artificial intelligence and machine learning to overcome these limitations. Current challenges include fragmented customer touchpoints across digital channels, reactive rule-based systems, and complex data integration issues. AI/ML-enhanced platforms excel at recognizing behavioral patterns, enabling real-time personalization, and predicting customer actions. These systems can identify previously undetectable interaction patterns, deliver dynamic content optimization, and provide sentiment analysis across communication channels. Successful implementation requires robust data architecture using data lakes, streaming platforms, and comprehensive governance frameworks that ensure security and regulatory compliance. The business impact includes improved operational efficiency, revenue growth, competitive advantage, and superior customer experience optimization.