The integration of Artificial Intelligence (AI) and Business Intelligence (BI) is fundamentally transforming how organizations enhance Customer Experience (CX) enabling a shift from reactive customer management to proactive, data-driven engagement. AI-driven BI empowers businesses to leverage vast amounts of data for deeper customer insights, predictive analytics and hyper-personalization, fostering a more customer-centric and competitive market landscape. The thesis aims at exploring the convergence of AI and BI in improving CX emphasizing their combined role in driving customer satisfaction, loyalty and business innovation.