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Understanding the Role of Artificial Intelligence in Personalized Engagement Marketing
Kumar, V. , Bharath Rajan, Rajkumar Venkatesan, and Jim Lecinski
61/4  (Summer 2019): 135-155

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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