Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Faculty Publications Book Chapter Faculty Publications- Book Chapter Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Creator An entity primarily responsible for making the resource Bhandari, Arabinda; Sinha, Mudita Title A name given to the resource Towards the underlying theories of artificial intelligence in customer engagement: A review and future research agenda Date A point or period of time associated with an event in the lifecycle of the resource 01-01-2025 Source A related resource from which the described resource is derived Marketing Intelligence, Part B: AI, Trust, and Innovation in the Modern Business Landscape;pp.233-264 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.1108/978-1-83662-560-520251010" target="_blank" rel="noreferrer noopener">https://doi.org/10.1108/978-1-83662-560-520251010</a> <br /><br /><a href="https://www.scopus.com/pages/publications/105006508300?origin=resultslist" target="_blank" rel="noreferrer noopener">https://www.scopus.com/pages/publications/105006508300?origin=resultslist</a> Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Bhandari A., Sarala Birla University, India; Sinha M., Christ University, India Description An account of the resource Artificial Intelligence (AI) and customer engagement have grabbed the attention of many business organizations in the recent past, especially with the advancement of machine and deep learning. Though there is significant development in this area, in reality customer engagement and customer experience has received less attention. Since there is less theoretical and empirical evidence related to AI application in customer engagement, the objective of this research is to lay down the theoretical underpinning for artificial intelligence and customer engagement research and to propose a future research agenda. In this context, the present study aims to full fill the gap based on 20 different theories and model identified from 53 A Star and A categories of Australian Business Deans Council (ABDC) journals (2011-2023), and result are analyzed using classifier variables. In associating the presence research aim, four prominently used theories like value co-creation theory, theory of planned behaviour, SOR (Stimulus- Organism-Response) theory, Relationship Marketing theories are selected to review. The selected theories are compared based on key attributes and outcomes to give a clear direction towards an optimum theory development. By validating the various theoretical perspective, the present study also gives first-hand insight to the practising manager to formulate organization strategy and researcher to explore the future research directions. 2025 Arabinda Bhandari and Mudita Sinha. All rights reserved. Subject The topic of the resource Artificial intelligence; Customer engagement; Future research; Review; Theory development Publisher An entity responsible for making the resource available Emerald Publishing Relation A related resource ISBN: 978-183662560-5; 978-183662561-2; Language A language of the resource English Type The nature or genre of the resource Book chapter Rights Information about rights held in and over the resource Restricted Access; Hardcopy may be available in the library Format The file format, physical medium, or dimensions of the resource online