Prospects for Artificial Intelligence Implementation to Design Personalized Customer Engagement Strategies

摘要

The rise of e-commerce and the explosion of digital shopper data with the advent of advanced Artificial Intelligence (AI) solutions are changing the landscape of retailing. Technology advancements with the arrival of AI will help in synthesizing and acting upon the consumer insights at every touch point in the data-driven digital economy. The research was designed with the objective to identify the impact created by artificial intelligence adoption in the retail industry on customer management strategies. This study touch upon personalized engagement marketing, agility in the supply chain (Robotics), and branding and customer management practices using artificial intelligence solutions. The research developed a conceptual model to identify branding and customer management implications in AI-powered retail. Primary research was conducted through an online survey among a selected tech-savvy target audience. Primary research was used to study perception about various factors affecting buying experience for shoppers in modern retail with the intervention of AI as a market driving tool. The study results provide relevant insights to retail marketers and supply chain partners on customer management practices by adopting AI solutions.