Impact of digital capabilities and AI adaptability on multichannel customer experience personalization: A systematic review and implications for Vietnam

Personalizing the customer experience across multiple channels has become a central trend in marketing, retail, and business digital transformation. As consumers increasingly engage through diverse touchpoints, including websites, social media, e-commerce platforms, mobile applications, and physical stores, firms must move beyond mere multichannel presence to deliver seamless, consistent, and tailored customer journeys. In this context, digital capabilities and the adaptive application of artificial intelligence play a pivotal role in integrating data, optimizing interactions, and enhancing personalization. Drawing on a comprehensive synthesis of the literature, this study examines prevailing approaches, identifies key research gaps, and offers insights with practical implications for businesses in Vietnam.