Theoretical Approach of the Contribution of Artificial Intelligence Systems in Value Creation in the B2C Sales Funnel

Artificial intelligence (AI) is a relevant solution for optimizing performance and improving the effectiveness of decision-making. This paper examines the significant potential of artificial intelligence in developing business performance. AI systems can transform large amounts of data into information to create and manage a better understanding of the sales process involved in B2C. With AI, the sales process, which previously relied on the sales force, can be significantly modified. A review of the different phases of the sales process or sales funnel in B2C is provided, showing what the AI system has changed from the traditional sales process in B2C sales. Although the available literature addresses this topic in different contexts, the literature review in this paper focuses primarily on the contribution that an AI system can make to business performance through value creation.