Augmenting Digital Customer Touchpoints - Best Practices for Transforming Customer Experience Through Conversational AI

Sean Kask, René Fitterer and Louis Anselm

Marketing Review St.Gallen, 2019, vol. 36, issue 4, 30-35

Abstract: The capabilities of artificial intelligence (AI) have passed a tipping point, allowing customers to interact with organizational IT systems using natural language and unstructured text. In particular, conversational AI is transforming customer experience. This article demystifies conversational AI and presents two case studies to describe the success criteria for adoption.

Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:zbw:hsgmrs:276045

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