CUSTOMER PREDICTIVE ANALYTICS USING ARTIFICIAL INTELLIGENCE

Siti Zulaikha, Hazik Mohamed (), Masmira Kurniawati (), Sulistya Rusgianto () and Sylva Alif Rusmita ()
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Siti Zulaikha: Lecturer of Faculty of Economics and Business, Universitas Airlangga, Surabaya, Indonesia
Hazik Mohamed: Managing Director, Stellar Consulting Group Pte. Ltd., Co-Founder, Joompa Pte. Ltd., Singapore
Masmira Kurniawati: Universitas Airlangga Surabaya, Indonesia
Sulistya Rusgianto: Universitas Airlangga, Indonesia
Sylva Alif Rusmita: Universitas Airlangga, Indonesia

The Singapore Economic Review (SER), 2025, vol. 70, issue 04, 1009-1020

Abstract: This conceptual paper exclusively focused on how artificial intelligence (AI) serves as a means to identify a target audience. Focusing on the marketing context, a structured discussion of how AI can identify the target customers precisely despite their different behaviors was presented in this paper. The applications of AI in customer targeting and the projected effectiveness throughout the different phases of customer lifecycle were also discussed. Through the historical analysis, behavioral insights of individual customers can be retrieved in a more reliable and efficient way. The review of the literature confirmed the use of technology-driven AI in revolutionizing marketing, where data can be processed at scale via supervised or unsupervised (machine) learning.

Keywords: Artificial intelligence; big data; business automation; customer targeting; segmentation (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1142/S0217590820480021

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