Semantic Scholar Open Access 2019 522 sitasi

Understanding the Role of Artificial Intelligence in Personalized Engagement Marketing

Vinay Kumar Bharath Rajan R. Venkatesan Jim Lecinski

Abstrak

This article explores the role of artificial intelligence (AI) in aiding personalized engagement marketing—an approach to create, communicate, and deliver personalized offerings to customers. It proposes that consumers are ready for a new journey in which AI is a tool for endless options and information that are narrowed and curated in a personalized way. It also provides predictions for managers regarding the AI-driven environment on branding and customer management practices in both developed and developing countries.

Topik & Kata Kunci

Business

Penulis (4)

Vinay Kumar

Bharath Rajan

R. Venkatesan

Jim Lecinski

Format Sitasi

APA MLA BibTeX

Kumar, V., Rajan, B., Venkatesan, R., Lecinski, J. (2019). Understanding the Role of Artificial Intelligence in Personalized Engagement Marketing. https://doi.org/10.1177/0008125619859317

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Informasi Jurnal

Tahun Terbit: 2019
Bahasa: en
Total Sitasi: 522×
Sumber Database: Semantic Scholar
DOI: 10.1177/0008125619859317
Akses: Open Access ✓