Customer satisfaction is one of the key elements for companies to achieve greater brand awareness and better market competitiveness. In websites and e-commerce, one of the most important ways to ensure visitor satisfaction is developing and optimising Customer Experience and Customer Journey, the experiences and interactions of consumers and the path they take through the points of contact with the website and e-commerce, in a personalised way. This paper reviews the literature to understand how Artificial Intelligence can improve the personalisation of services and content and enhance customer satisfaction and support during the Customer Journey. This work also presents the applications and tools of Artificial Intelligence implemented in the purchase process, such as recommendation systems, sentiment analysis, emotion recognition, virtual assistant, and chatbots.