Marketing Reimagined for the AI Era: Strategies Implemented for Unlocking and Harnessing Innovation in Customer Engagements and Experiences

Abstract

Background: In this technological era, modern-day customers are inclined towards technology and prefer supporting elements that empower engagement to be experiential and intuitive. Artificial intelligence works to redefine a company's ability to know, reach, and communicate with its customers. The background of the study focuses on discussing the updates concerning the arrival of AI into marketing strategies and how its emergence has brought a redefinition into customer engagement strategies.

Purpose: The main purpose of research aims to bring to light how AI-based tools and techniques have been adopted into marketing for the value-added engagement of customers. It will also analyze the degree of personalization that has been affected by AI implementation.

Methods: The study and method adopt descriptive research and are review-based. It involves the evaluation of knowledge procured from various secondary sources, and this study has considered many research publications for determining the very fast-changing sector and power of artificial intelligence within the marketing field and how it influences companies into engaging with their customers.

Results: The result of this academic research might open new frontiers directed by AI-powered strategies and tactics, providing competitive leverage opportunities among businesses. Moreover, AI gives the opportunity for businesses to get distinguished in their services rendered to consumers.

Conclusion: AI has shown great promise in marketing as a means of enhancing communication with customers. Marketing here, on behalf of AI, further creates an experience with respect to the customer experience, setting the dynamic revolution for marketing. Henceforth, merging AI into data marketing will allow the company to generate a close rapport with their tech-savvy customers.

  • Page Number : 21-29

  • Published Date : 2023-04-10

  • Keywords
    Customer engagement, Brand experiences, Predictive analysis, Innovative strategies

  • DOI Number
    10.15415/jtmge/2023.141003

  • Authors
    Padmashree Chandak

References

  • Chaves, A. P., & Gerosa, M. A. (2020). How should my chatbot interact. International Journal of Human-Computer Studies, 137, 102–124.
  • Davenport, T. H., & Harris, J. G. (2007). Competing on analytics: the new science of Winning. Harvard business review press, Language, 15(217), 24.
  • Fan, H., & Poole, M. S. (2006). What is personalization? Perspectives on the design and implementation of personalization in information systems. Journal of Organizational Computing and Electronic Commerce, 16(3-4), 179-202. https://doi.org/10.1080/10919392.2006.9681199
  • Gnewuch, U., Morana, S., & Maedche, A. (2017).Towards Designing Cooperative and Social Conversational Agents for Customer Service. Information Systems and eBusiness Management, 16, 409–433.
  • Huang, M.-H., & Rust, R. T. (2021). AI for Marketing Strategy. Harvard Business Review.
  • Kumar, V., Sharma, A., & Dixit, P. (2020). The Personalization Paradox: AI-Powered Personalization in Marketing. Journal of Business Research, 116, 422-429.
  • Luo, X., Tong, S., Fang, Z., & Qu, Z. (2019). Machines vs. Humans: The Impact of AI Chatbot Disclosure on Customer Purchases. Marketing Science, 38(6), 937-947.
  • Marr, B. (2020). How Artificial Intelligence Is Changing Marketing? Forbes.
  • Martin, K., & Murphy, P. (2021).The Ethics of AI-Driven Marketing. Journal of Business Ethics, 170(1), 111–125.
  • Obermeyer, Z., Powers, B., Vogeli, C., & Mullainathan, S. (2019). Dissecting racial bias in an algorithm used to manage the health of populations. Science, 366(6464), 447-453.  https://doi.org/10.1126/science.aax2342
  • Shankar, V. (2018). AI in Marketing: Opportunities and Challenges. Journal of Interactive Marketing, 45, 27-41.
  • Shi, Y., Zhang, Q., & He, W. (2020).Voice Search Optimization and the Future of AI-Driven Marketing. Journal of Marketing Analytics, 8(3), 231–243.
  • Smith, A. (2019). How Netflix Uses AI to Drive Success? Harvard Business Review.
  • Taddeo, M., & Floridi, L. (2018). How AI can be a force for good. Science, 361(6404), 751-752. https://doi.org/10.1126/science.aat5991
  • Wang, H., & Kim, J. (2021). Predictive Analytics for Marketers: Leveraging Machine Learning to Drive Customer Engagement. Marketing Science, 40(3), 456-469.