期刊
CALIFORNIA MANAGEMENT REVIEW
卷 61, 期 4, 页码 135-155出版社
SAGE PUBLICATIONS INC
DOI: 10.1177/0008125619859317
关键词
artificial intelligence; CRM technology; customer relationship management; customization; marketing; personalization
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.
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