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Developing Customer Engagement Through Artificial Intelligence Tools: Roles and Challenges
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Author(s): Rohit Bansal (Department of Management Studies, Vaish College of Engineering, Rohtak, India), Nishita Pruthi (Maharshi Dayanand University, India)and Ram Singh (Quantum University, India)
Copyright: 2022
Pages: 16
Source title:
Developing Relationships, Personalization, and Data Herald in Marketing 5.0
Source Author(s)/Editor(s): Jasmine Kaur (Chitkara Business School, Chitkara University, Punjab, India), Priya Jindal (Chitkara Business School, Chitkara University, India)and Amandeep Singh (Chitkara Business School, Chitkara University, India)
DOI: 10.4018/978-1-6684-4496-2.ch008
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Abstract
Technological advancements improve the knowledge potential of business and help in building interactions with the customers. Artificial intelligence is drastically changing the way businesses used to engage with the customers by extracting and analyzing tremendous data generated through customer interaction. However, this area is not much explored in academic research. Hence, this study aims at understanding the role of artificial intelligence in enhancing customer engagement. It also deals with artificial intelligence tools used for engaging customers, challenges in using artificial intelligence for customer engagement, and the future of artificial intelligence in customer engagement. This study depends on secondary data that have been gathered from various sites, journals, books, and other available e-content. This study has implications for marketers in enhancing customer engagement and for academicians as it contributes to the literature on the role of artificial intelligence in developing customer engagement.
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