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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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“According to Kumar et al. (2019) [10]., CRM in marketing involves collecting customer data, storing it centrally, and using it to personalize communication and tailor marketing efforts.”
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“Another study aimed at understanding the use of AI in a customized offering of marketing plans to the target market, explained by Kumar and his colleagues [22].”
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Metadata
- 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
- FWCI
- 21.22
- Type
- journal article
- Language
- en
- Open access
- closed
- 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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