The digital twin of the consumer: transforming the customer experience with artificial intelligence

The concept of a "digital twin" (DT) was established over twenty years ago and has since been actively utilized in engineering and manufacturing to create dynamic simulation models of systems. With the increasing application of artificial intelligence (AI), machine learning (ML), the Internet of Things (IoT), and other technologies, this concept has evolved to focus on the individual, termed the "digital twin of a customer" (DToC). The DToC technology enables the transformation of customer experience (CX) into a dynamic, evolving model through the application of the aforementioned technologies, which has sparked significant research interest. The aim of this article is to explore the main opportunities and advantages of DToC technology, as well as the limitations and challenges associated with its application and implementation.