Prospects for Artificial Intelligence (AI) Implementation to Design Personalized Customer Engagement Strategies

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Ramkishen Yelamanchili ,Satyendra Upadhyay ,Feba Jaimon ,Nelli Kozlova,Sawmini Suresh & Svetlana Bozhuk
Conference Name
Conference Global Challenges of Digital Transformation of Markets (#GDTM-2020)
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Conference Venue
Peter the Great St.Petersburg Polytechnic University, Russia
  • Abstract

Rise of e-commerce and the explosion of digital shopper data with advent of advanced artificial intelligence 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. Research was designed with the objective to identify the impact created by artificial intelligence adoption in 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 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. Keywords: Consumer Behavior, E-Commerce, Artificial Intelligence, Marketing Strategy.

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