Understand AI Driven Marketing Capabilities: Empowering Customer Experience and Deliver Value with Intelligent Tools and Technologies

George Cosmin Tanase

Romanian Distribution Committee Magazine, 2024, vol. 15, issue 3, 26-32

Abstract: The knowledge potential of a business can be improved with technology, and such technological advancements can also help in improving customer interactions. Intelligent technologies, such as artificial intelligence, are transforming businesses by gathering and analyzing huge amount of data which further improves customer interaction and experience. The biggest growth opportunity for companies nowadays is the customers’ transition from offline to online; being tech-savvy consumers, they spend most of their time online, and this also calls for a great online experience which today’s customers want. Companies are creating influential customer experiences, as with the advancements in technology, the complex things have become much easier with a single click. In order to provide enhanced customer experience, companies are utilizing artificial intelligence. Artificial intelligence (AI) is a disruptive technology enabling machines to mimic human and cognitive functions. The term is also used to represent the various capabilities of a learning system which are representative of the intelligence level perceived by humans. The different capabilities can be of different types like processing of natural language, automating, predicting, decision making, etc. Applications of artificial intelligence also include image and video recognition, understanding natural language, generating natural language, smart automation, interactive agents, analytics, and predicting. Artificial intelligence (AI) can perform various tasks like solving various problems and reasoning as using this technology machines can mimic human effective and cognitive which is required for performing such tasks. In order to take real-time decisions like predicting and other marketing-related actions, machines present, learn, and store the information on the basis of past and present knowledge as well as experience. Machines learn while assessing the decisions, and this enables machines to respond and adapt as per the dynamic business environment which was not possible earlier with traditional approaches.

Keywords: AI Technology; Conversational Commerce; Big Data; Customer Satisfaction; Internet of Things (search for similar items in EconPapers)
JEL-codes: C88 D83 M31 M37 O33 (search for similar items in EconPapers)
Date: 2024
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