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The Role of Artificial Intelligence (AI) in Enhancing Marketing and Customer Loyalty
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Author(s): P.S. Venkateswaran (PSNA College of Engineering and Technology, India), M. Lishmah Dominic (PSNA College of Engineering and Technology, India), Shashank Agarwal (CVS Health, USA), Himani Oberai (GLA University, India), Ila Anand (Christ University)and S. Suman Rajest (Dhaanish Ahmed College of Engineering, India)
Copyright: 2024
Pages: 16
Source title:
Data-Driven Intelligent Business Sustainability
Source Author(s)/Editor(s): Sonia Singh (Toss Global Management, UAE), S. Suman Rajest (Dhaanish Ahmed College of Engineering, India), Slim Hadoussa (Brest Business School, France), Ahmed J. Obaid (University of Kufa, Iraq)and R. Regin (SRM Institute of Science and Technology, India)
DOI: 10.4018/979-8-3693-0049-7.ch003
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Abstract
This research aims to investigate how artificial intelligence (AI) can be used to improve marketing and brand loyalty. Artificial intelligence (AI) is one of the most revolutionary technologies because it allows computers to independently execute mental skills often reserved for humans, such as problem solving and reasoning. In order to make judgments (like which marketing actions to take) and reason (about those decisions) in real time, machines represent, learn, store, and refine their knowledge progressively based on past experiences and existing information (e.g., predicting customer satisfaction). AI, with its ability to analyze vast datasets, predict customer behaviors, and deliver personalized experiences, is reshaping the way companies approach and enhance their customer loyalty strategies. This exploration delves into the multifaceted role of AI in revolutionizing the realm of customer loyalty, shedding light on its applications, benefits, and the transformative potential it brings to the forefront of modern marketing.
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