Proceedings of the International Conference on Digital Transformation in Business: Navigating the New Frontiers Beyond Boundaries (DTBNNF 2024)

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Revolutionizing Marketing: How Ai is Transforming Customer Engagement

Authors
Abhishek Raghulan1, *, N. Jayanthi2
1Associate Professor (MBA Department), T. John College, Bangalore, India
2Assistant Professor (MBA Department), Vels Institution of Science Technology & Advanced Studies (VISTAS), Chennai, India
*Corresponding author. Email: r_abhi_24@yahoo.com
Corresponding Author
Abhishek Raghulan
Available Online 3 June 2024.
DOI
10.2991/978-94-6463-433-4_36How to use a DOI?
Keywords
Artificial Intelligence; Marketing; Customer Engagement; Personalization; Data-driven Strategies; AI-powered Tools; Predictive Analytics
Abstract

This paper digs into the progressive effect of Man-made brainpower (simulated intelligence) on the scene of promoting and its significant ramifications for client commitment. AI's integration into marketing strategies has ushered in a paradigm shift, redefining how businesses interact with and understand their customer base. Through an in-depth exploration of AI-powered tools and their application in marketing, this study illuminates the transformative potential of AI in driving personalized, data-driven customer experiences. By analysing AI-driven innovations across various marketing domains, from predictive analytics to chatbots and recommendation systems, this paper elucidates the pivotal role of AI in enhancing customer engagement. Total data collected during 2013 to 2023 is 28, 893. But during 2023 majority of the author published their article using AI software. It was found that major countries using this AI software in the marketing field is China and Australia because most of the authors published their article from these countries only. Furthermore, it discusses the challenges and opportunities presented by AI adoption in marketing, emphasizing the need for ethical considerations and strategic implementation for maximum impact. Ultimately, this paper underscores AI's pivotal role in reshaping marketing practices, enabling businesses to forge deeper connections and cultivate enduring relationships with their audience in the digital age.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Digital Transformation in Business: Navigating the New Frontiers Beyond Boundaries (DTBNNF 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
3 June 2024
ISBN
978-94-6463-433-4
ISSN
2352-5428
DOI
10.2991/978-94-6463-433-4_36How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Abhishek Raghulan
AU  - N. Jayanthi
PY  - 2024
DA  - 2024/06/03
TI  - Revolutionizing Marketing: How Ai is Transforming Customer Engagement
BT  - Proceedings of the International Conference on Digital Transformation in Business: Navigating the New Frontiers Beyond Boundaries (DTBNNF 2024)
PB  - Atlantis Press
SP  - 478
EP  - 492
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-433-4_36
DO  - 10.2991/978-94-6463-433-4_36
ID  - Raghulan2024
ER  -