Review paper
Understanding the Role of Artificial Intelligence in Personalized Engagement Marketing
Abstract
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...
Paper Details
Title
Understanding the Role of Artificial Intelligence in Personalized Engagement Marketing
Published Date
Jul 4, 2019
Journal
Volume
61
Issue
4
Pages
135 - 155
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