Put yourself into the shoes of a customer, and think, what is the one thing you want from a company that will make you prefer that company over its competitors? That one thing is a good user experience. Within this layer, you focus mainly on improving the user's experience when they are trying to interact with your digital assets.
The assets mainly focused on within this layer include the mobile/web application, support/service system, product, and content recommendations. AI is crucial to recommend products with a high probability of intriguing the customer.