Cited by 797AI in Service InteractionsDigital Marketing and Social MediaMarketing and Advertising Strategies

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Understanding the Role of Artificial Intelligence in Personalized Engagement Marketing

Kumar, V., Rajan, Bharath, Venkatesan, Rajkumar, Lecinski, Jim·2019·California Management Review

DOI 10.1177/0008125619859317

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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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Background
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Authors: Kumar, V., Rajan, B., Venkatesan, R., & Lecinski, J.
Affiliations: Georgia State University (US)
University of Virginia (US)
Northwestern University (US)
ORCID: Kumar, V.
Rajan, Bharath
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
DOI: 10.1177/0008125619859317
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
FWCI: 21.22
Type: journal article
Language: en
Open access: closed
Licence: journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)
Locations: California Management Review (publishedVersion)
Topics: Social Sciences › Business, Management and Accounting › Marketing › AI in Service Interactions
Social Sciences › Business, Management and Accounting › Marketing › 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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Understanding the Role of Artificial Intelligence in Personalized Engagement Marketing

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