Understanding the Role of Artificial Intelligence in Personalized Engagement Marketing

2019/07/04 by Vikas Kumar, V. Kumar, Bharath Rajan +2 · 731 citations
Social Sciences · #Artificial intelligence #Business #Business marketing #Computer science #Customer engagement #Digital Marketing and Social Media #Knowledge management #Marketing #Marketing and artificial intelligence #Marketing strategy #Personalization #Personalized marketing #Social media #World Wide Web

paper · doi:10.1177/0008125619859317

published in California Management Review 61(4), 135-155 (SAGE Publishing)

openalex publication_date 2019/07/04 · openalex created_date 2025/10/10 · openalex updated_date 2026/08/02

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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