Leveraging AI for personalized customer experiences

Title

Leveraging AI for personalized customer experiences

Creator

Thapliyal, Shivani; Bindal, Raghav

Description

This chapter discusses the disruptive nature of artificial intelligence in strategic brand management, particularly how it can enable a personalized engagement with customers. It considers just how AI allows for easy navigation of complex consumer data to deliver a tailored experience aligned with changing customer expectations. This chapter describes AI- driven tools such as machine learning, predictive analytics, and recommendation engines that enable brands to segment audiences in real- time, predict behaviors, and tailor content for higher resonance. Operational efficiency through AI is also detailed-how it can use chatbots in automating customer interactions and develop data- driven decisions that enhance responsiveness as well as customer satisfaction. In fact, the author touched upon the long- term effects that artificial intelligence will cause on loyalty and trust towards a brand, with the emphasis on the continued refinement of personalization strategies. 2025, IGI Global Scientific Publishing. All rights reserved.

Source

Strategic Brand Management in the Age of AI and Disruption;pp.303-324

Date

01-01-2025

Publisher

IGI Global

Coverage

Thapliyal S., Christ University, India; Bindal R., Christ University, India

Rights

Restricted Access; Hardcopy may be available in the library

Relation

ISBN: 979-836939463-2; 979-836939461-8;

Format

online

Language

English

Type

Book chapter

Identifier

https://doi.org/10.4018/979-8-3693-9461-8.ch012

https://www.scopus.com/pages/publications/85219522221?origin=resultslist