Any touchpoint or customer experience in the journey that results in anxiety, frustration or reconsidering the decision to purchase. Friction can occur at any point in the customer journey. It also is not generic, and can vary between users. This can differ by demographics, personal interests and wide variety of variables. It makes overcoming friction in the customer journey increasingly complex. It requires optimization technology such as artificial intelligence that has the capability to process the variables and navigate the complexities that contribute to friction so that it can be effectively reduced.