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Discover Tthe role and impact of artificial intelligence technology in customer journey from pre-purchase to post-purchase
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Orientador(es)
Resumo(s)
Artificial Intelligence (AI) is widely employed in engaging customers while improving
customer experience by offering ease and flexibility, and providing personalized settings. AI
can carry out cognitive functions until recently, only possible for humans, and it does that by
learning from data. This work project is an empirical investigation of how AI technologies
influence customers' purchase behavior by discovering their role at different customer
journey stages. Insights into different strategies and guidelines for companies targeting
divergent customer segments with different attitudes towards AI are further provided.
Descrição
Palavras-chave
Marketing Digital innovation Artificial intelligence Customer journey Online customer experience Marketing analytics