Understanding the Role of Artificial Intelligence in Personalized Engagement Marketing
Abstract
This article explores the role of artificial intelligence (AI) in aiding personalized engagement marketing—an approach to create, communicate, and deliver personalized offerings to customers. It proposes that consumers are ready for a new journey in which AI is a tool for endless options and information that are narrowed and curated in a personalized way. It also provides predictions for managers regarding the AI-driven environment on branding and customer management practices in both developed and developing countries.
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“A pleasurable customer experience will create positive value for the bank in terms of brand preference, which helps banks to achieve differentiation and competitive advantage (Kumar et al. 2019).”
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Toward a Chatbot for Financial Sustainability
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“We suggest these considerations on the basis of approaches from both theoretical and practical perspectives that address the potential impact of AI on societal and individual levels (Kumar et al., 2019; Whittlestone et al., 2019).”
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Artificial Intelligence Marketing (AIM) for Enhancing Customer Relationships
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BackgroundWan, A., & Jiang, M. (2023) · Journal of Current Issues & Research in Advertising · doi:10.1080/10641734.2023.2224416 · Cited by 96 · see citing works
Decoding Gen Z: AI's influence on brand trust and purchasing behavior
Guerra-Tamez, C. R., Flores, K. K., Serna-Mendiburu, G. M., Robles, D. C., & Cortés, J. I. (2024) · Frontiers in Artificial Intelligence · doi:10.3389/frai.2024.1323512 · Cited by 141 · see citing works
“This trust can subsequently influence purchasing decisions (Kumar et al., 2019).”
BackgroundZhang, X., Shi, Y., Li, T., Guan, Y.-X., & Cui, X. (2023) · Information Systems Frontiers · doi:10.1007/s10796-023-10425-2 · Cited by 90 · see citing works
“By empowering technological entities to think and perform tasks like humans with the use of software and algorithms (Kumar et al., 2019), AI is vitalizing the virtual human market.”
Artificial intelligence and industrial applications-A revolution in modern industries
Malik, S., Muhammad, K., & Waheed, Y. (2024) · Ain Shams Engineering Journal · doi:10.1016/j.asej.2024.102886 · Cited by 91 · see citing works
Insight is power: Understanding the terms of the consumer-firm data exchange
Krafft, M., Kumar, V., Harmeling, C. M., Singh, S. S., Zhu, T., Chen, J., Duncan, T. L., Fortin, W., & Rosa, E. (2020) · Journal of Retailing · doi:10.1016/j.jretai.2020.11.001 · Cited by 93 · see citing works
Self-citationWang, S., Esperança, J. P., & Wu, Q. (2022) · International Journal of Human-Computer Interaction · doi:10.1080/10447318.2022.2091653 · Cited by 91 · see citing works
“The application of AI technology in recommendation can be analyzed and matched according to the personalized needs of users to provide constructive recommendations and increase users ’ perceived value (Kumar et al., 2019).”
Backgroundde Cosmo, L. M., Piper, L., & Di Vittorio, A. (2021) · Italian Journal of Marketing · doi:10.1007/s43039-021-00020-1 · Cited by 82 · see citing works
Tamasiga, P., Ouassou, E. H., Onyeaka, H. N., Bakwena, M., Happonen, A., & Molala, M. (2023) · Journal of Agriculture and Food Research · doi:10.1016/j.jafr.2023.100819 · Cited by 96 · see citing works
Bao, Y., Gong, W., & Yang, K. (2023) · Systems · doi:10.3390/systems11090442 · Cited by 96 · see citing works
“Thus, affordance actualization is defined as “actions taken by actors as they take advantage of one or more affordances through their use of the technology to achieve immediate concrete outcomes in support of organizational goals” [6] (p. 70).”
Relating the dark side of new‐age technologies and customer technostress
Kumar, V., Rajan, B., Salunkhe, U., & Joag, S. G. (2022) · Psychology and Marketing · doi:10.1002/mar.21738 · Cited by 81 · see citing works
Self-citationREVOLUTIONISED TECHNOLOGIES FOR MARKETING: THEORETICAL REVIEW WITH FOCUS ON ARTIFICIAL INTELLIGENCE
Peyravi, B., Nekrošienė, J., & Лобанова, Л. (2020) · Verslas teorija ir praktika · doi:10.3846/btp.2020.12313 · Cited by 77 · see citing works
“Does the company have enough data to analyse and manage how this data is collected and organised (Kumar and et al., 2019)?”
BackgroundMethodInfluentialThe role of artificial intelligence in improving the omnichannel customer experience
Calvo, A. V., Franco, A. D., & Frasquet, M. (2023) · International Journal of Retail & Distribution Management · doi:10.1108/ijrdm-12-2022-0493 · Cited by 77 · see citing works
Let's play: Me and my AI‐powered avatar as one team
Butt, A. H., Ahmad, H., Goraya, M. A. S., Akram, M. S., & Shafique, M. N. (2021) · Psychology and Marketing · doi:10.1002/mar.21487 · Cited by 77 · see citing works
Artificial intelligence marketing (AIM): connecting-the-dots using bibliometrics
Anayat, S., & Rasool, G. (2022) · The Journal of Marketing Theory and Practice · doi:10.1080/10696679.2022.2103435 · Cited by 82 · see citing works
“Scopus is considered as the most extensive database in literature (Norris & Oppenheim, 2007), and experts are utilizing it for bibliometric analysis in different fields (Donthu et al., 2021b; Kim & Lim, 2019; Kumar et al., 2019; Purchase & Volery, 2020; Troisi et al., 2019).”
Background
- Authors
- Kumar, V., Rajan, B., Venkatesan, R., & Lecinski, J.
- Affiliations
- Georgia State University (US)
- University of Virginia (US)
- Northwestern University (US)
- Venue
- California Management Review
- Publisher
- SAGE Publications
- Published
- 2019-07-04
- Volume
- 61
- Issue
- 4
- Pages
- 135-155
- ISSN
- 0008-1256 (ISSN-L)
- 2162-8564
- OpenAlex
- W2953773016
- Cited by
- 797
- References
- 0
- Citations by year
- 2026: 136 · 2025: 154 · 2024: 208 · 2023: 111 · 2022: 76 · 2021: 73 · 2020: 33 · 2019: 4 · 2017: 2
- FWCI
- 21.22
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- California Management Review (publishedVersion)
- Topics
- Physical Sciences › Computer Science › Artificial Intelligence › AI in Service Interactions
- Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
- Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
- Keywords
- artificial intelligence, personalized marketing, customer engagement, personalization, customer management, branding, consumer behavior, information curation, AI-driven marketing
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