ItemBook Chapter

Role of artificial intelligence in customer engagement and experience

Title
Role of artificial intelligence in customer engagement and experience
Creator
Nayak, Shakti Swarupa; Giri, Himanshi R.; Manickam, Thirupathi; Ananthan, Sriram
Description
Businesses in the ultramodern period of today concentrate on drawing in customers and changing to meet their wants. The digital revolution has altered customer engagement strategies for businesses, which has an effect on their lifespan. Businesses look for creative methods to improve customer experience in order to remain competitive. During the Industrial Revolution 4.0., artificial intelligence (AI) significantly changed customer management, and it continues to do so today, and will surely continue in future as well. This chapter analyzes the conceptual framework of customer engagement, industries strategies and ethical considerations, data safety and security, mitigating the bias of AI, customer interactions and customer journey, and how artificial intelligence rebuilds, enhances, and optimizes customer management in various industries. Featuring an emphasis on both present and future uses, this chapter investigates how AI might improve corporate offerings, services, and consumer interaction. This chapter delves at how perception analytics, chatbots, and personalized experiences may use AI to improve consumer engagement. It analyzes ethical issues including data privacy, transparency, and prejudice in AI-driven customer management, with an emphasis on fairness and trust. It also examines AI's role in anticipating what customers want and enhancing interactions. This study examines the use of AI to customer management, including obstacles and methods to improve company expansion through the use of pertinent data. This chapter presents an empirical case study on AI's challenges, opportunities, and future potential in customer management and business engagement. 2025 Shakti Swarupa Nayak, Himanshi R Giri, Thirupathi Manickam and Sriram Ananthan. Published under exclusive licence by Emerald Publishing Limited. All rights reserved.
Source
Marketing Intelligence, Part A: Understanding Customers in the Era of Digitalization;pp.137-157
Date
01-01-2025
Publisher
Emerald Publishing
Subject
AI-powered; Chatbots; Customer management; Industrial revolution; Technological transition
Coverage
Nayak S.S., Christ University, India; Giri H.R., Christ University, India; Manickam T., Christ University, India; Ananthan S., Acsenda School of Management, Canada
Rights
Restricted Access; Hardcopy may be available in the library
Relation
ISBN: 978-183549418-9; 978-183549419-6;
Format
online
Language
English
Type
Book chapter

Citation

Nayak, Shakti Swarupa; Giri, Himanshi R.; Manickam, Thirupathi; Ananthan, Sriram, “Role of artificial intelligence in customer engagement and experience,” CHRIST (Deemed To Be University) Institutional Repository, accessed June 18, 2026, https://archives.christuniversity.in/items/show/24271.

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